May 11, 2018
Cadillac Fairview uses shopper loyalty to deliver unique experiences, integrating digital payments
TORONTO--Cadillac Fairview we believe in building and maintaining shopper loyalty through the delivery of uniquely tailored services and experiences, created as a direct result of feedback and insights. Following months of research and analysis, CF revealed the development and launch of the company's symbiotic approach to loyalty, one that recognizes and rewards shoppers while helping build stronger relationships with the developer's clients. For CF, it menas loyalty will be constantly evolving, aiming to solve the future needs of shoppers. To validate the insights gained by this research, CF launched Loyalty experience pilots to test and trial the new approach.
In the fall of 2017 CF launched two pilots called Feel the Love at CF Sherway Gardens and CF Rideau Centre. Through enrollment, shoppers are able to unlock access to exclusive offers and in-mall experiences, such as members only lounges, VIP Kids Club, front-of-the-line access, and complimentary valet, to name a few. As part of the pilot shoppers can also access exclusive CF retail promotions and cash back rewards through Paymi's card-linked program. So far, the combination of personalized communications and delivery of relevant experiences/offers has resonated with those enrolled. As a result of the initial success, Feel the Love pilots will be rolling out at four more CF shopping centres. In the meantime, shoppers in Toronto and Ottawa are encouraged to enroll in the existing Feel the Love loyalty pilot programs by visiting cfshops.com.
"We are committed to evolving the shopper experience and leading the industry with innovative experiences, services and products, but we know that this is a journey and it will be an iterative process relying on constant feedback and analysis," said Christine Poirier, Director, Loyalty, Cadillac Fairview. "Over the course of the next few months CF will continue to look for unique partnerships with existing clients and/or new partners that will deliver exciting ways to build Loyalty, which fits with CF's strategic direction."
Acceptance of digital payments
With several CF shopping centres designated as tourist attractions and research showing a growing number of tourists from Asia shopping at CF malls, CF partnered with a Canadian payment firm OTT Pay Inc. to provide these shoppers with the ability to make transactions via popular mobile payment apps, WeChat Pay and Alipay. With many retailers not set up to accept these forms of payment, CF has enabled a solution that helps clients make purchases through use of the company's gift card, CF SHOP! card.
"At its core our company is focused on differentiating our shopping centres and office properties by delivering expressive and meaningful experiences," said Jose Ribau, Executive Vice President, Digital and Innovation, Cadillac Fairview. "Loyalty is simply another means for which our clients and shoppers will see innovation at CF come to life in a unique and personalized manner."
Cadillac Fairview is one of the largest owners, operators and developers of best-in-class office, retail and mixed-use properties in North America. The Cadillac Fairview portfolio is owned by the Ontario Teachers' Pension Plan, a diversified global investor which administers the pensions of more than 300,000 active and retired school teachers. The real estate portfolio also includes investments in retail, mixed-use and industrial real estate in Brazil, Colombia and Mexico. Valued at around $29 billion, the Canadian portfolio includes over 38 million square feet of leasable space at 67 properties in Canada, including landmark developments, such as Toronto-Dominion Centre, CF Toronto Eaton Centre, CF Pacific Centre, CF Chinook Centre, Tour Deloitte and CF Carrefour Laval.