Drumroll Dials into Consumer Needs, Launches Mobile Initiative for Macerich
AUSTIN, Texas — February 2, 2009 — In an effort to further empower shoppers, Drumroll has created an iPhone-optimized Web site for the Macerich GIVE gift card program, enabling card-holders to check their balance, search for the nearest Macerich property location, get directions and access contact information all while on the go.
The GIVE iPhone site is an extension of the full GIVE Web site, www.givethegiftcard.com, but is inherently more streamlined and utilitarian to ensure good usability and experience when using the lower bandwidth networks. iPhone users who visit the site will be redirected to the iPhone-optimized site.
Introduced in October 2008, the Macerich GIVE gift card is a new, open-loop card that works like a debit card and can be used at Macerich and Westcor retail centers as well as numerous merchants nationwide.
As one of the nation’s largest owners, operators and developers of regional shopping centers, the iPhone GIVE site represents Macerich’s broader initiative to engage with consumers on multiple channels and platforms.
“We’re continuing to explore ways to provide more value and enhance our customers’ shopping experience,” said Heather Stratz, Macerich AVP, Digital Marketing. “Drumroll was strategic in helping us identify an opportunity to reach our customers on a mobile-level with a valuable and rewarding experience.”
“As we researched the functionality of open-loop cards and the customer experience, we saw several strategically appropriate opportunities for mobile,” said Kirk Drummond, Drumroll cofounder and CEO. “Drumroll’s strategic approach for mobile has always been to empower the end-user in order to earn an invitation onto their device. With the GIVE site, we’ve been able to do that and address critical customer needs.”
Selecting iPhone as the platform was based on its engagement potential and smartphone market share. According to an October 2008 report issued by the NPD Group, the leading global provider of consumer and retail market research information, the iPhone 3G outsold all others, including the BlackBerry Curve and Pearl within the U.S.
Drumroll maximized the device’s capabilities realizing real-world customer need. Under the “Find Center” tab, users who search for store locations are provided with iPhone-enabled links. For example, clicking on the location’s phone number will prompt the phone to place a call. Or, if the user chooses to “Map It”, the Google Maps application is launched, showing users the center’s location on a map.
“As consumers grow accustomed to the increasingly powerful capabilities of the new generation of mobile phones, expectations for brands that choose to leverage the platform will also grow,” said Drummond. “Having the right strategy and experience will be more critical than ever. That’s where we come in.”
About Drumroll
Drumroll is a modern, digital marketing services agency focused on creating innovative brand experiences that leverage today’s most popular and strategically relevant platforms. By constantly evolving our craft, systems, approach and skill sets, Drumroll helps clients maximize the potential of the modern marketing landscape with successful and meaningful engagements.
Based in Austin, Texas, Drumroll works with clients of all sizes, including Microsoft, Macerich, Masejco, UGO, Simple Power, uControl and Penton Media. To learn more about Drumroll’s innovative, award-winning engagement strategies, visit www.drumroll.com.