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Case Studies
Mum's Indulgence

The Challenge
Conceive of an innovative way to increase shopping centre patronage and loyalty amongst mothers with young children.

Our Creative Solution
In The Limelight created a unique Mum’s Indulgence Club offering young mothers some well-earned respite and relaxation within their shopping centre environment. The Shopping Centre allocated a defined area to be utilised as an informal “club”. In The Limelight devised an ongoing approved program of children’s activities/ craft programs implemented by qualified, trained staff. The beauty of this activity is it allows mothers to indulge in an informal “mother’s group atmosphere” and enjoy a coffee whilst their children (toddlers to 5 -year-olds) are entertained under their mothers supervision.

Client Reward
This promotion has been an enormous success. Increasing weekly attendance is testament to the popularity of the concept. The centre has built loyalty and increased patronage. The centre needs only supply the space each week and In The Limelight manages the administration, staffing and complete delivery of the Mum’s Indulgence program. Retailers within the centre have the opportunity to incorporate special promotions and offers targeting members. It’s a dynamic win-win program for all.

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