Phillips Edison & Company Launches "Customer Connections" Program for Neighborhood Shopping Centers

CINCINNATI, May 17, 2012 /PRNewswire/ -- Phillips Edison & Company, owners of more than 220 neighborhood shopping centers in 35 states, has launched "Customer Connections," a new marketing and communications program focused on building relationships with customers and communities. The first phase of the program will include social media, community events, customer surveys, and other activities to connect each center and its merchants to potential shoppers.

The program will be the most visible implementation of Phillips Edison's new mission statement: Dedicated to creating a great neighborhood shopping experience. Bob Myers, president and COO, said, "In 2011, as we celebrated 20 years of success in the shopping center industry, Phillips Edison completed a thorough evaluation of our business strategies, our mission statement and our overall goals for the future. One exciting result of that process is our new focus on ensuring a great experience for the shoppers who come to our centers. We have always been committed to providing a convenient, clean and safe environment for our shoppers, and now we are taking that commitment to a new level. This program will provide opportunities for ongoing dialog with our customers and will expand our involvement in the communities we serve."

Social media will be a key part of the Customer Connections program, with Facebook pages engaging the rapidly growing number of customers who regularly use this forum to gather and share information. Colleen Johnson, vice president of operations, said, "According to initial surveys at eight of our shopping centers, approximately 50% of our customers use social media to some degree, especially Facebook. This means we need to use this rapidly growing resource to communicate with those customers.  Our goal is to build a foundation that will help us reach the maximum number of potential customers as even more shoppers become social media users."

To kick off the Facebook pages, shoppers can enter a monthly sweepstakes for a chance to win a $100 gift card from their neighborhood center. Linda Fatherree, Phillips Edison's director of marketing, said, "The challenge in using social media lies in providing ongoing content that will keep customers interested. The chance to win a prize may entice them to like the page, but that's just the beginning of the relationship. To keep customers involved, our social media team regularly shares news, photos and offers from our tenants."

The Customer Connections pilot program is under way at properties in Cincinnati, Ohio; Summerville, South Carolina; Tucson, Arizona; and Rochester, New York; and will be expanded to other markets later this year. Merchants at each center are encouraged to participate in the program's social media, community outreach and promotional activities, giving them opportunities to build relationships with potential customers. In addition, Phillips Edison is distributing newsletters to keep merchants informed about the new programs and provide helpful information on customer service, marketing and other areas of interest.

Phillips Edison & Company specializes in the acquisition, redevelopment, leasing, and management of grocery-anchored neighborhood and community shopping centers. The company's portfolio includes more than 220 properties, totaling over 25 million square feet in 35 states. The privately owned, fully integrated real estate company has corporate offices in Cincinnati and Salt Lake City, as well as regional offices across the country.

SOURCE Phillips Edison & Company

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