Appropriately to deliver targeted customer communications

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These communications can be delivered through various tools or channels, such as email marketing, push notifications via the center's app, notifications via a beacon system , or SMS campaigns.

To ensure the open rate of these communications is as high as possible, the various lists that make up the databases must be cleaned and updated . It's essential to remove contacts from the list who haven't opened an email sent by the shopping center in more than two years, but other issues must also be taken into account, such as unsubscribing children chinese thailand data over 12 who were previously enrolled in the kids' club, as it doesn't make sense to send them information about children's workshops or birthday gifts when they're just starting out as teenagers.

It is also important to carefully measure the type and number of communications sent through each channel , as it is not a good idea for database users to become overwhelmed by the information sent and decide to stop being part of the shopping center's online community.

Another factor to consider is the segmentation of communications, which will allow the shopping center to send personalized messages to different target audiences, thus increasing their effectiveness. The various variables we know about each user, such as age, gender, postal code, or family structure (whether they have children or not), will make it easier for us to interact with the content we send.

Many shopping centers have databases, but lack CRM tools to manage them, so they end up sending the same communications to the entire database. This means that if the communication is about a children's event, people without children are very likely to be uninterested. When the same user receives multiple communications that aren't of interest to them, they'll likely become annoyed and opt to unsubscribe from the database.