Simon® Launches New First-Party Retail Data Capabilities
Advertising Offerings Through Simon’s Media & Experiences Division Enhance Ability for Brands and Retailers to Connect with Shoppers
INDIANAPOLIS – Simon®, a real estate investment trust engaged in the ownership of premier shopping, dining, entertainment and mixed-use destinations, today announced the launch of groundbreaking new first-party retail data capabilities that will redefine how brands and agencies connect with shoppers across the nation’s most extensive combination of physical and digital touchpoints.
Simon Media & Experiences, the company’s media division, is adding new data capabilities to its industry-leading range of digital, static and experiential media offerings. With a portfolio of premium shopping destinations across the country, a loyal customer base, significant omnichannel presence and strong relationships with top brands, Simon is uniquely positioned to deliver advertising messaging to curated, highly targeted audiences.
Combining its portfolio of 200-plus premium shopping destinations across the country with its 2 billion-strong customer reach, relationships with 3,000-plus retail brands and significant digital footprint, Simon is uniquely positioned to offer a first-hand look at shoppers’ preferences and trends. Through these insights, retailers and agencies using Simon’s new first-party data offerings can take a more targeted, efficient and effective approach with their marketing spend across preferred digital channels including CTV, YouTube, and social.
“Simon’s unique perspective as a shopping destination operator and an omnichannel marketing provider gives us unmatched insight into how consumers engage with retail,” said Chip Harding, Executive Vice President, Simon Media & Experiences. “Our first-party data capabilities and nationwide in-mall media network empower brands to execute full-funnel campaigns that connect the dots between physical and digital touchpoints. This approach delivers precision targeting that drives measurable results.”
Millions of interactions between customers and retailers throughout Simon’s in-person and digital portfolio provide a unique window into consumer trends, interests, locations, demographics and purchasing tendencies. Using proprietary insights from these interactions, brands and agencies can define more precise audiences for their marketing messages and seamlessly activate more targeted campaigns that better connect with customers and ultimately drive sales.
“Our first-party data capabilities and nationwide in-mall media network empower brands to execute full-funnel campaigns that connect the dots between physical and digital touchpoints. This approach delivers precision targeting that drives measurable results.”
One example: a retailer with physical stores in Simon centers could build a highly targeted audience of shoppers by blending affinity insights, online search behavior, engagement metrics, cart additions, and transactional data from Simon’s omnichannel touchpoints. The retailer can then reach this defined audience directly to connect them with the products they are most likely to purchase – through their own digital marketing efforts and through Simon’s nationwide in-mall retail media network. The network also enables retailers to better measure the return on investment for their omnichannel campaigns, connecting digital and in-store sales with foot traffic data.
In a pre-launch campaign, a leading fashion retailer with over 100 locations in Simon centers, boosted both in-store and online sales while also generating significant increases in awareness, consideration, and purchase intent through a Simon omnichannel campaign leveraging Simon’s new data capabilities and in-mall digital media. The pilot campaign achieved five times return on ad spend.
Simon’s media offerings also include innovative solutions that align with the needs of leading advertising agencies.
“We’ve been closely following the expansion of retail media into new sectors and are thrilled to see Simon enter the space in such a significant way,” said Andrea Montano, EVP Insights & Connections at Assembly, a leading integrated media agency and part of Stagwell. “Consumers today are in a constant state of consideration, so Simon’s unique visibility into shopper data allows advertisers to activate hyper relevant, omnichannel experiences that move them down the funnel.”
With its focus on delivering value through actionable consumer insights and integrated marketing solutions, Simon Media & Experiences offers retailers and brands highly targeted, efficient ways to connect with shoppers through omnichannel advertising campaigns.
About Simon
Simon® is a real estate investment trust engaged in the ownership of premier shopping, dining, and entertainment mixed-use destinations and an S&P 100 company (Simon Property Group, NYSE: SPG). Our properties across North America, Europe and Asia provide community gathering places for millions of people every day and generate billions in annual sales. For more information, visit simon.com.
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