Creative originally developed by Alice & Albert · Presented in partnership with Grapes Worldwide
// Starwood //
Turning Retail Strategy Into Community Experiences
BRAND OVERVIEW
About the Brand
Starwood Retail Partners is a retail management company focused on creating better experiences across its shopping centers. As the retail landscape changed, Starwood wanted to increase mall traffic, customer engagement, and community connection through meaningful events and experiences.
INDUSTRY
B2B
Campaign Name
Live 360° — Bringing Retail to Life
SERVICES
BRANDING & DESIGNING
PROBLEM STATEMENT
01.
A Strategy That Was Hard to Execute
Starwood had a strong plan to increase traffic to its retail properties, but the strategy was too complicated for teams to easily understand and put into action.
02.
A Program Losing Momentum
The initiative was important to Starwood's growth, but internal teams were struggling to stay engaged and turn the strategy into consistent retail activations.
03.
Inconsistent Experiences Across Properties
With multiple shopping centers to manage, Starwood needed a simple system that could create a consistent brand experience while still allowing each property to connect with its local community.
THE SOLUTION
01.
Created the Live 360° Events Strategy and a Playbook
Developed Live 360°, a community-focused retail event program designed to make shopping centers destinations for experiences, entertainment, and connection—not just shopping. Created an easy-to-use Live 360° Events Playbook that turned a complex strategy into clear ideas, guidelines, and practical steps for local teams.
02.
Built a Scalable Retail Marketing System
Developed a flexible framework that could be rolled out across Starwood's portfolio while giving individual properties the freedom to create events relevant to their communities.
03.
Created Ready-to-Use Campaign Templates
Designed templates for posters, ad units, event promotions, signage, and other marketing materials, making it faster and easier for teams to launch consistent campaigns.
04.
Made Customer Experience the Focus
Shifted the focus from simply driving mall traffic to creating meaningful community experiences that gave people more reasons to visit, stay, and engage with Starwood properties.
05.
Re-Engaged Internal Teams
The simplified system gave teams a clearer purpose and the confidence to execute, helping reignite enthusiasm around an initiative that had previously been losing momentum.
RESULTS
30 RETAIL PROPERTIES
Created a scalable event strategy and marketing toolkit designed for consistent execution across 30 properties.
WORLD RETAIL AWARD WINNER
Live 360° won the 2018 World Retail Award for Best Customer Experience Initiative – Mall Owners.
26 PROPERTIES IN 2 YEARS
Live 360° expanded to 26 Starwood properties within two years, demonstrating the program's ability to scale across the portfolio.