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Certification Programs The CDP, CSM, CMD, and CLS designations serve to recognize professionalism, raise standards and improve shopping center industry practices.

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1998 MAXI Awards

Birthday Card

To entice core customers to shop and to establish a close relationship with each of them, Burlington Mall developed a program with which it would always remember their birthdays. Targeting its most productive shopppers -- a group of 53,000 women, ages 25 to 54 -- the center sent each one birthday greetings the first week of her birthday month; the mailing also included a mall directory and store descriptions. The birthday card could be used for the entire month for exclusive offers from selected retailers; 36 stores offered such incentives as 20% off regularly priced merchandise, gifts with purchase, and buy-one-get-one-free offers. In addition, the first 100 women to show their card at the customer-service center each month received a gift. Upon the card's expiration, the holder could use it to enter a monthly drawing to win a $250 shopping spree. Participating stores tracked responses with each transaction; center management visited monthly to maintain strong contract with store managers. The mailings generated an average annualized return of 6.5%, with the December 1997 redemption rate climbing to 14%. About 3,400 women used their cards to make purchases and more than 500 entered the monthly drawing.

Owned and managed by: Corporate Property Investors Inc.

Professional recognition to: Sheila Hennessy, CMD, marketing director; Lynn Blacker, regional marketing manager; Daniel Cutler, vice president, Freida & Izzy; Todd Taccetta, creative director, Freida & Izzy.