Nebraska Crossing Outlets
Gretna, Nebraska
Though many outlet malls come from seasoned developers that have streamlined their outlet models, independently owned Nebraska Crossing Outlets is an entirely different beast. The city issued financial backing to create a center that improved on the existing shopping opportunities with cutting-edge technology.
One of the main pieces of technology improving the shopping experience for consumers is the NEX Outlets app, which allows visitors to see all sales and coupons for all stores in the center in one place.
“It’s a lot cleaner,” said Jenni Mitten, the outlets’ marketing director. “You don’t need to have an app for each store and search them separately.”
On the ground, the outlets use iBeacon technology to monitor not only traffic for each store but also details such as which customers frequent which stores. It sounds like something out of sci-fi thriller “Minority Report,” but Mitten said “the older customers want their coupon books, but some people are all about it and just want the best deals, and those come from tracking.”
Though it opened in November 2013, Nebraska Crossing Outlets just hit full leasing in March and is now looking to expand. At present, group packages, whether for dining or special out-of-state-ID deals, are done on a case-by-case basis, but the outlets are also looking to expand in this area.
Tanger Outlets at Foxwoods Resort Casino
Ledyard, Connecticut
With more than 50 outlet malls in the United States, Tanger Outlets has, in many areas, become synonymous with a modern outlet shopping experience. But the company is re-envisioning what outlet shopping means today with a new 300,000-square-foot development at Foxwoods Resort Casino that will open May 21.
“It’s a unique environment because it’s actually attached to a resort casino,” said Annette DeBois, vice president of retail development and operations for Foxwoods Resort Casino. “There are other casinos that have outlet malls adjacent, but not attached and not fully enclosed. If you’re going to drive two hours away to go shopping, it’s nice see a show, get your toes done, have a cocktail and make a weekend out of it.”
For their first fully enclosed outlet mall, Tanger Outlets is creating a shopping experience that is completely woven into the fabric of the resort and casino — there is not even an external entrance directly to the mall, which must be accessed from the Fox or Pequot hotel towers of the resort.
This location and the assortment of stores in the outlet mall were selected in part to complement the resort’s extant offerings, which include an extensive shopping area that was also recently renovated with an eye toward complementing the soon-to-be-unveiled outlet mall.
“We have Yankee Candle, Pandora, Vera Bradley — brands our guests look to us for — but we focused on gifts and accessories and more impulse-driven items in the retail, and moved away from fashion and apparel, because that is really Tanger’s focus for this project,” said DeBois.
As both the casino and Tanger Outlets are known for their robust group programs, Foxwoods is creating a group program to appeal to both audiences.
