Tanger Inc. is undertaking a significant digital transformation to modernize its customer engagement and operational strategies, evolving its traditional outlet model into experience-driven destinations. This involves enhancing the core digital platforms that support shopper interactions and leveraging data to deepen insights into customer behavior. Specifically, Tanger is transforming its loyalty program infrastructure, integrating advanced data analytics to personalize offers, and deploying digital solutions for real-time customer service.
This transformation introduces critical dependencies on robust customer data platforms, seamless system integrations, and agile marketing technologies. Failures in these areas risk inconsistent customer experiences, inaccurate personalization, and delayed operational responses. This page analyzes these key initiatives at Tanger, highlights associated challenges, and identifies opportunities for sellers to align with the company's evolving digital landscape.
Tanger Snapshot
Headquarters: Greensboro, North Carolina
Number of employees: 400+
Public or private: Public
Business model: Both (B2B & B2C)
Website: http://www.tanger.com
Tanger ICP and Buying Roles
Tanger sells to companies with complex retail operational needs. These companies manage large physical footprints and diverse tenant relationships.
Who drives buying decisions
- Chief Marketing Officer → Directs digital customer acquisition and retention strategies.
- Chief Technology Officer → Oversees platform architecture and system integrations.
- VP of Digital Experience → Shapes shopper journey through digital touchpoints.
- VP of Analytics → Guides data utilization for business intelligence and personalization.
Key Digital Transformation Initiatives at Tanger (At a Glance)
- Replatforming Loyalty Program Systems: Consolidating customer engagement functionalities onto the Coniq platform.
- Integrating Customer Insight Data: Capturing shopper preferences and spend patterns for targeted marketing.
- Deploying Digital Messaging Service: Migrating customer service interactions to real-time chat platforms.
- Expanding Targeted Digital Marketing: Automating personalized campaign delivery across multiple channels.
Where Tanger’s Digital Transformation Creates Sales Opportunities
| Vendor Type | Where to Sell (DT Initiative + Challenge) | Buyer / Owner | Solution Approach |
|---|---|---|---|
| Loyalty Platform Integrators | Loyalty Program Platform Replatforming: Coniq data fails to sync with existing CRM systems. | VP of Digital Experience, Director of IT | Connect Coniq platform data with existing customer relationship management systems. |
| Loyalty Program Platform Replatforming: Member data records contain inconsistencies after migration. | Data Governance Lead, Director of CRM | Validate data integrity and reconcile discrepancies across member profiles. | |
| Customer Data Platforms (CDP) | Customer Insight Data Integration: Shopper preference data remains siloed from marketing automation. | Chief Marketing Officer, VP of Digital Experience | Unify customer interaction data from diverse sources into a single view. |
| Customer Insight Data Integration: Personalization models generate irrelevant offers for some segments. | VP of Analytics, Director of Personalization | Standardize data inputs for AI models to prevent skewed personalization outputs. | |
| Digital Messaging Solutions | Digital Messaging Service Deployment: Customer inquiries route to incorrect support teams. | Director of Customer Service, Operations Manager | Enforce dynamic routing rules based on inquiry type and customer segment. |
| Digital Messaging Service Deployment: Real-time responses contain outdated policy information. | Head of Customer Experience, Content Manager | Automate knowledge base synchronization with live chat support systems. | |
| Marketing Automation Platforms | Expanding Targeted Digital Marketing: Geo-fenced campaigns deliver promotions to non-local shoppers. | Chief Marketing Officer, Director of Performance Marketing | Calibrate location-based targeting parameters for precise ad delivery. |
| Expanding Targeted Digital Marketing: Email campaigns fail to segment audiences effectively. | Director of Marketing Operations, Data Analyst | Validate audience segmentation logic against real-time customer data. | |
| Analytics & Reporting Tools | Unified Data Analytics for Retail Performance: Tenant sales data lacks standardized reporting formats. | VP of Leasing, Director of Business Intelligence | Standardize data ingestion from diverse tenant POS systems. |
| Unified Data Analytics for Retail Performance: Performance dashboards display conflicting metrics for center traffic. | VP of Analytics, Head of Operations | Reconcile visitor count data from multiple sources to achieve consistent reporting. |
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What makes this Tanger’s digital transformation unique
Tanger's digital transformation prioritizes the integration of shopper data with retail partner insights, a unique dual focus for a retail REIT. This approach moves beyond simple customer engagement to directly support tenant performance through shared intelligence. The shift to a tiered, subscription-based loyalty program demonstrates a commitment to monetizing personalized experiences, which requires rigorous data management and value delivery. This strategy creates a complex data ecosystem where failures in data flow directly impact both shopper satisfaction and tenant success.
Tanger’s Digital Transformation: Operational Breakdown
DT Initiative 1: Loyalty Program Platform Replatforming
What the company is doing
Tanger has updated its TangerClub loyalty program and introduced a new mobile application. This initiative leverages the Coniq platform to manage customer engagement. The new program includes a tiered membership structure with varying benefits for shoppers.
Who owns this
- Chief Marketing Officer
- VP of Digital Experience
- Director of Customer Loyalty
Where It Fails
- Member profile data duplicates across existing CRM and new loyalty platform.
- Loyalty points balances display inaccurately in the mobile application.
- Tier upgrade logic fails to trigger correct member status changes.
- Coniq platform data does not integrate with the central customer data repository.
Talk track
Noticed Tanger is replatforming its TangerClub loyalty program. Been looking at how some retail teams are validating member data accuracy before go-live instead of fixing errors post-launch, happy to share what we’re seeing.
DT Initiative 2: Customer Insight Data Integration
What the company is doing
Tanger gathers customer preferences, spending habits, and mobile app activity. This data fuels personalized offers and provides insights for retail partners. The goal is to understand customer behavior and deliver relevant experiences.
Who owns this
- VP of Analytics
- Chief Marketing Officer
- Head of Customer Experience
Where It Fails
- Customer spending patterns segment incorrectly for personalized offers.
- In-app browsing history fails to connect with email marketing profiles.
- Data pipelines transmit incomplete customer preference records to the analytics warehouse.
- Personalized recommendations display irrelevant products to shoppers.
Talk track
Saw Tanger is deepening its customer insight data integration. Been looking at how some companies validate data completeness before analysis instead of deriving insights from partial datasets, can share what’s working if useful.
DT Initiative 3: Digital Messaging Service Deployment
What the company is doing
Tanger has shifted its customer service to a digital messaging system. This service provides shoppers with real-time support and answers to questions. This change improves the accessibility of information for visitors.
Who owns this
- Director of Customer Service
- Operations Manager
- VP of Digital Experience
Where It Fails
- Customer inquiries remain unanswered due to misrouted messages.
- Digital agents access outdated information from the knowledge base.
- Real-time response system experiences delays during peak shopping hours.
- Customer support tickets fail to create automatically from messaging conversations.
Talk track
Looks like Tanger is deploying a new digital messaging service for customer support. Been seeing teams enforce knowledge base synchronization before agent responses instead of providing inaccurate information, happy to share what we’re seeing.
DT Initiative 4: Targeted Digital Marketing Program Expansion
What the company is doing
Tanger expands its use of personalized offers and location-based advertising. This initiative uses geo-fenced social ads and SEO to attract shoppers. The strategy aims to convert online engagement into physical store visits.
Who owns this
- Chief Marketing Officer
- Director of Performance Marketing
- Head of Digital Acquisition
Where It Fails
- Geo-fenced social campaigns target incorrect geographical areas.
- Email segmentation delivers generic promotions to specific loyalty tiers.
- Campaign performance data fails to integrate with ad attribution platforms.
- Website content does not update with current seasonal promotions.
Talk track
Noticed Tanger is expanding its targeted digital marketing programs. Been looking at how some retail marketing teams calibrate targeting parameters before campaign launch instead of optimizing after initial spend, can share what’s working if useful.
Who Should Target Tanger Right Now
This account is relevant for:
- Customer Loyalty Management Platforms
- Customer Data Platforms (CDP)
- Digital Customer Service Solutions
- Marketing Automation and Personalization Suites
- Retail Analytics and Business Intelligence Tools
- Data Quality and Governance Platforms
Not a fit for:
- Basic website builders with no integration capabilities
- Standalone marketing tools without system connectivity
- Products designed for small, low-complexity teams
- Infrastructure management for data centers
When Tanger Is Worth Prioritizing
Prioritize if:
- You sell solutions for validating customer data consistency across loyalty and CRM systems.
- You sell platforms that unify fragmented shopper interaction data for personalization.
- You sell digital messaging systems that enforce real-time knowledge base synchronization.
- You sell tools for calibrating geo-location targeting parameters in advertising platforms.
- You sell solutions for standardizing tenant sales data for unified reporting.
Deprioritize if:
- Your solution does not address any of the breakdowns above.
- Your product is limited to basic functionality with no integration capabilities.
- Your offering is not built for multi-team or multi-system environments.
- Your focus is solely on generic efficiency gains without addressing specific operational failures.
Who Can Sell to Tanger Right Now
Loyalty and Customer Engagement Platforms
Coniq - This company provides customer engagement and loyalty solutions for shopping centers and retail destinations.
Why they are relevant: Tanger's TangerClub loyalty program runs on Coniq, indicating a need for expertise in leveraging and extending this platform. Integration issues or data inconsistencies within the loyalty program would directly impact Coniq's operational effectiveness and create a need for specialized support or complementary tools.
SessionM (a Mastercard company) - This company offers an engagement and loyalty platform that creates personalized customer experiences.
Why they are relevant: Tanger's focus on personalized shopper experiences and tiered loyalty programs requires robust functionality. If Tanger's current platform encounters limitations in complex personalization or tier management, SessionM could offer advanced capabilities to capture more nuanced customer behavior and deliver highly segmented rewards.
Antavo - This company provides an enterprise-grade loyalty program software solution.
Why they are relevant: Tanger's loyalty program operates with multiple tiers and subscription elements. If managing diverse reward structures or integrating with different point-of-sale systems becomes a challenge, Antavo's customizable loyalty engine could prevent operational failures in reward issuance or redemption.
Customer Data Platforms (CDP)
Segment - This company provides a customer data platform that collects, cleans, and controls customer data.
Why they are relevant: Tanger collects vast amounts of shopper data through its loyalty program and app. If this data remains fragmented across different marketing and analytics systems, Segment could unify it, preventing incomplete customer profiles and ensuring accurate personalization.
Tealium - This company offers a customer data platform that helps businesses connect disparate data sources.
Why they are relevant: Tanger aims to use customer insights to inform retail partners and drive targeted marketing. If data from the Coniq platform or other digital channels fails to flow seamlessly into marketing automation, Tealium could integrate these sources, preventing disjointed customer journeys.
Acquia (CDP) - This company provides an open customer data platform that unifies customer data and builds personalized experiences.
Why they are relevant: Tanger's digital transformation involves leveraging customer insights for personalized offers. If the personalization models generate irrelevant content due to fragmented data, Acquia's CDP could consolidate profiles, preventing mis-targeted promotions and improving conversion rates.
Digital Customer Service & Engagement Tools
Zendesk - This company offers customer service software that centralizes customer interactions.
Why they are relevant: Tanger migrated to a digital messaging service for customer support. If customer inquiries are misrouted or agents lack up-to-date information, Zendesk could centralize and organize support tickets, preventing dropped cases and ensuring accurate real-time responses.
Intercom - This company provides a customer messaging platform for live chat, bots, and targeted messages.
Why they are relevant: Tanger's digital messaging service requires real-time information delivery. If the knowledge base does not synchronize with live chat, causing agents to provide outdated information, Intercom could streamline knowledge management, preventing inconsistent customer advice.
Ada - This company specializes in AI-powered chatbots for automated customer service.
Why they are relevant: Tanger's digital messaging service aims for real-time responses. If human agents face high volumes of repetitive questions, Ada's AI chatbots could deflect common inquiries, preventing delays in customer support and allowing agents to focus on complex issues.
Final Take
Tanger is scaling its digital-first customer engagement strategies through replatforming loyalty systems and integrating customer insight data. Breakdowns are visible in data synchronization between platforms, accurate personalization logic, and efficient digital customer service routing. This account is a strong fit for sellers offering solutions that enforce data consistency, refine personalization accuracy, and orchestrate seamless digital customer interactions.
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