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Nebraska Crossing Exchange

Leveraging data to gain loyalty and engagement

The Challenge

OTB Blue: Nebraska Crossings Outlets (NEX) is a high-end shopping center near Omaha, NE with over 80 retail stores. The center is managed by a national property development organization called OTB Blue. The team at OTB takes a unique approach to supporting their retailers: Rather than just provide them space, they actively work to bring new customers into the center and keep them engaged.

Tandem worked with OTB and NEX to establish a strategic approach to their technology. Our user research and service design teams spent time on-site with customers, retailers, and center management staff to fully understand the NEX buyer.

With our research, we engaged with OTB to help them design a custom mobile app and custom web applications that have created amazing new channels for customer engagement. Building the mobile apps using ReactNative technology has dramatically reduced the cost to deploy their apps to both the iOS and Android ecosystems.

These new digital tools have been designed to capture customer behavior and buying patterns in new ways. The data combines with other analytics available to create powerful consumer profiles that empower NEX and its retailers to make better strategic decisions about promotions.

Today, the NEX mobile app is used by over 300,000 mall visitors to engage with brands, activate loyalty channels, and navigate the center. The technology investment that NEX has made truly sets them apart in the marketplace.