BRIDGEWATER COMMONS
email + crm | analytics | CONTENT
Bridgewater Commons is a more than 1.2 million square foot shopping center located in affluent Bridgewater, NJ. The shopping center has more than 130 retailers and restaurants including Macy’s, Bloomingdale’s, Apple, Williams-Sonoma, Fogo de Chão, The Cheesecake Factory, and AMC Dine-In Theatres, and many more. The adjacent Village at Bridgewater Commons is an open-air shopping area with ten stores and restaurants including Shake Shack, Starbucks, CAVA, and DIG.
Bridgewater Commons had a relatively inactive email list, and no overall email strategy tied into the overall B2C marketing strategy. With the imminent launch of the Community Hub, a new 3,500 square foot event space located within the mall, utilizing every marketing channel available to reach the community became more important than ever.
TASKs
Develop an email marketing strategy as part of a new overall B2C marketing strategy for Bridgewater Commons, re-launch the Insiders Club list, and deliver on-going reporting with actionable learnings.
ACTION
The Insider Club was promoted on Bridgewater Commons’ website, digital ads, paid and organic social media, display, and on-site materials.
Email content was developed with the on-site team and agency, with a focus on mall events and new store/restaurant announcements.
Email list was cleaned and moved to a retail-focused content management system, allowing for better analytics and asset management.
RESULTS
As a result of new email content and strategy:
Insider Club membership grew 101% in 2021, and 42% in 2022.
Community Hub events were incredibly successful, with dozens of events every year starting in 2021.
Shopper foot traffic has increased year over year for 4 years, exceeding pre-pandemic mall visit numbers.
