Developers Diversified Realty Gets 'Social' with Shoppers

Exclusive online community engages shoppers with avant-garde rewards program

Jun 01, 2010, 09:00 ET from Developers Diversified Realty Corporation

CLEVELAND, June 1 /PRNewswire-FirstCall/ -- As consumer expectations evolve with rapidly changing emerging media applications, Developers Diversified Realty (NYSE: DDR), owner, manager and developer of an international portfolio of shopping centers, is launching a program to engage consumers in an online medium they embrace – social media. Developers Diversified created ShopStar, an interactive online community that brings together like-minded consumers and provides value to shoppers across the country.

Launching June 1, 2010, ShopStar leverages two of today's most popular social media platforms – Facebook and Twitter – to create an online hub for a fun, tight-knit and customer-focused retail and entertainment community that offers surprises and perks throughout the year, including spending sprees, prize packages, freebies and experiences. This "VIP Club" is brought to life by partnerships between the shopping center and its tenants, both working together to ensure customers find valuable rewards and engage in meaningful dialogue throughout all elements of the program.  

"Our recent focus group research confirms that traditional advertising is not impacting consumers' buying decisions," said Scott Schroeder, Vice President of Marketing and Corporate Communications for Developers Diversified Realty. "The reality is that consumers are doing their homework before they come to a shopping center. They are searching the web, talking to friends via social networks and reading online reviews.  This behavior and dialogue guides their decisions of where to shop and what to buy. At the end of the day, we wanted to create an effective program that speaks to the convenience and value our centers offer in the same space that our customers are making their buying decisions – online."

ShopStar will roll out in 25 Developers Diversified shopping centers and is a platform for participating properties to provide regular rewards and perks to loyal customers, deal-hunters and social media-savvy shoppers. ShopStar debuts with two great offers:

1. Join ShopStar between June 1 and June 30, 2010, and be entered to win a spending spree to a ShopStar center.

2. Between June 1 and June 30, 2010, each time a new member refers a friend to become a ShopStar member; he or she will be eligible for an exclusive prize package from a local ShopStar center.

ShopStar perks will be updated frequently so members are encouraged to regularly visit the site to discover new offers. Additionally, there will be interactive elements, including polls and a community forum for users to discuss everything from trends to books to upcoming movies. ShopStar also incorporates the centers' Facebook pages and Twitter accounts for followers to keep up on the day-to-day activities at a center.

"Leveraging the power of social media adds a new level of customer service that is critical," said Schroeder. "The opportunity to communicate directly with our customers and create relationships allows us to foster loyalty and build a personal connection with our shoppers. Additionally, ShopStar and the associated social media channels enable us to be actively involved in online conversations with customers as they are making purchasing and entertainment decisions."

ShopStar URL:

About Developers Diversified Realty

Developers Diversified owns and manages approximately 640 retail operating and development properties in 44 states, Brazil, Canada and Puerto Rico. Totaling more than 140 million square feet, the Company's shopping center portfolio features open-air, value-oriented neighborhood and community centers, mixed-use centers and lifestyle centers located in prime markets with stable populations and high-growth potential. Developers Diversified is the largest landlord in Puerto Rico and owns a premier portfolio of regional malls in and around Sao Paulo, Brazil. Developers Diversified is a self-administered and self-managed REIT operating as a fully integrated real estate company. Additional information about the Company is available on the Company's website at

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