Uptown Kids

Develop high-grade services for children and you’ll be accused of collaborating to support an already over-indulgent society. But it might be worth subjecting your ego to the reproach, considering the alternative: mayhem at your mall and a crowd of disgruntled parents with the memory of elephants.

Children services might be directed at your youngest customers, but they aren’t only about the kids. They’re about creating an environment in which families are welcome, fully understood and cared for so that they have a positive, memorable experience that will make them want to come back.

Uptown Village at Cedar Hill (Uptown Village) in Texas, USA strove to do that this past holiday season when it put Santa Claus Experience in charge of its photo program.

“The interactive element is what’s been missing from visits to Santa,” CEO Sam Stanton told writer Kelly Bennett for a holiday piece in the center’s Uptown Life magazine—his CEO title actually stands for Chief Elf Organizer.

“We took what we knew about high-tech, engaging events and tailored [it] to a visit with Santa Claus. Our unique experience is designed to eliminate long lines and keep everyone entertained while waiting for a visit with Santa in the North Pole.”

At Uptown Village, Team Santa greeted visiting children one by one and entered their names into a database at the mall’s Candy Cane Kiosk. Each child then received a numbered Santa’s Guest Card—parents could also book photo sessions online and head to the mall at the appropriate time. While waiting for their number to flash up on the VIC (Very Important Child) display, guests had several options to pass time: watch the oversized Santa TV playing Christmas favourites, use Candy Cane kiosks to request personalized Santa letters to be delivered via email or traditional post, relax on the Blitzen bench or take advantage of their Santa’s Guest Card, which offered discounts at Uptown Village merchants.

Some Team Santa members were dispatched to assist guests in making their photo selections and remind them that their proofs could be accessed any time after the event at the secure SantaClausExperience.com site. There, customers would be able to view and download their shots, order prints and photo gifts, or share the images with family and friends. Other product highlights included Letters from Santa reprints (they cost $10 each), big button or fridge magnets (also $10), 8×10 photos ($20) and CDs holding a high-resolution copy of the image ($35), plus various frames and photo clips from which to choose.

Source: Uptown Life magazine, Holiday 2009 edition.

The Trendz Twist:
>> Services such as the ones that Santa Claus Experience provided at Uptown Village are ideal for the December holidays, but you can develop similar family services for other seasons, including Valentine’s Day, Bridal season, Easter, Back to School, Fall Fashion and Halloween, and for your kids club events such as green programs, birthday parties.
>> Involve the media. They’re always desperately looking for a fresh angle on the seasonal shopping story. Interactive features and the lack of long line-ups at popular malls events just might spark their interest.
>> Use your event micro-sites to generate future visits. If, for example, you encourage customers to log on to an event site to view photographs (e.g. Santa and Easter Bunny pictures, poses with visiting celebrities, photos of kids club members with center mascots), be sure to include downloadable bounce-back coupons in a sidebar that can be accessed on every gallery page. The coupons could be redeemable for center gift cards, discounts in the food court or perks from participating retailers.
>> Build on your program year after year, using your database to invite past customers to take part of your events annually. Start by thanking customers for their past patronage and offer them an incentive to come visit again, be it a limited-time gift card or a free service (e.g. valet parking, personal shopping). Encourage them to pass on the perks to their friends via e-mail, using the promotional code you will have assigned them.


Jan.
2010
Posted in Uncategorized
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