Tanger Outlets refreshes loyalty program, debuts app

Tanger Outlets has launched a refreshed TangerClub guest loyalty program as well as an all-new mobile app.

It's all part of its quest to elevate the customer experience, increase guest engagement and connect brands with the right customers in new ways, according to a press release.

The loyalty program provides a more personalized and intuitive experience which offers value for guests and retail partners.

"Tanger has been pioneering innovative ways to enhance the shopper experience for over 40 years. As part of our vision to use customer insights and experience to inform the future of shopping, we have rebuilt our guest loyalty program and digital experiences from the ground up," Stephen Yalof, president and CEO, said in the release. "Using a digital-first engagement approach, we can better serve our guests and brand partners by offering an expanded suite of exclusive benefits and personalized offers for our guests and more targeted and effective avenues for customer engagement for retailers."

The TangerClub app will enable shoppers to easily find and use digital offers tailored to their interests and contextual to their Tanger location. Tanger has also migrated its customer service offerings to a user-friendly, digital messaging service that empowers guests to get real-time information and responses to requests.

"Tanger is scaling its platform dedicated to connecting brands and customers in more convenient and meaningful ways. We are focused on optimizing our digital channels to meet shoppers where they are on their journey, while maximizing our ability to support our retail partners' success," Andrew Wingrove, EVP and chief commercial officer, said in the release. "Strong customer response to our loyalty pilot programs over the past year has informed our offering and gives us confidence we'll deliver outstanding value for both our guests and partners as we build a modern, digitally driven experience at our centers."

The program's benefits are available through a new tiered program structure, beginning with a "Blue" free tier that requires only an email address to join and enables members to earn points on every purchase at a Tanger center. For a $20 annual subscription fee, members can join the "Gold" tier to access elevated retailer offers and earn double points on every dollar spent. Tanger's most engaged guests can progress to "Platinum" to earn the best retailer offers and triple points after reaching a spending threshold.

"Tanger's shift to a subscription model will enable us to reinvest a portion of the subscription fee into providing an even more differentiated experience for guests," Wingrove said in the release. "Additionally, the no-cost Blue tier will enable Tanger to better engage its millions of customers who previously have been notified by email about available promotions from our partners."

Existing "Insiders" and TangerClub members have been automatically enrolled in Tanger's new loyalty program at a corresponding level to their current engagement. The TangerClub loyalty offering is powered by Coniq, a provider of customer engagement and loyalty solutions for shopping centers and retail destinations.

Tanger's operating centers, which comprise approximately 14 million square feet, are located in 20 states and in Canada and are leased to over 2,700 stores operated by more than 600 different brand name companies.