Regina Campbell on regional marketing
From Retail Summit, Summer 2025: Regina Campbell on Tailoring Regional Campaigns · · MediaPost Live
“Our centers really operate differently because we have a lot of eastern seaboard centers in tourist markets where the predominant shopper is a tourist, like Myrtle Beach and Hilton Head.”
On , Regina Campbell, Senior Vice President of Marketing at TANGER INC, spoke about regional marketing during Retail Summit, Summer 2025: Regina Campbell on Tailoring Regional Campaigns on MediaPost Live.
About Regina Campbell
Regina Campbell, Senior Vice President of Marketing at Tanger Outlets, spoke at two industry events in August 2025 about the company's marketing strategy. She described Tanger's approach as centered on a "love value" customer mindset, with campaigns tailored to the distinct characteristics of each center. Campbell noted that some locations operate primarily as tourist destinations, while others have become local neighborhood hubs due to residential growth, requiring different messaging and value propositions. She stated that the company makes "educated decisions" about which channels to localize based on correlation metrics, prioritizing customization for new customer acquisition while relying on in-store brand displays for existing shoppers. Campbell also discussed Tanger's digital transformation, including a migration to an app-based experience to deliver personalized offers and drive customer data. She said the company spent 12 to 16 months building a customer data platform to work on attribution models, as Tanger does not own the point of sale. She mentioned that Tanger launched back-to-school marketing on June 1 to address consumer concerns about tariffs and inventory, and that the company operates a tiered loyalty program with free, gold, and platinum levels. Campbell described the modern outlet experience as "very different from the past," incorporating movie theaters, restaurants, and community-focused events to encourage multiple visits.