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CF+ Rewards & Events
CF+ Rewards & Events
About: CF+ is a mobile loyalty platform that turns mall visits into gamified, event-driven experiences — earning and redeeming points through shopping and event attendance to drive tenant sales and build lasting loyalty.
About: CF+ is a mobile loyalty platform that turns mall visits into gamified, event-driven experiences — earning and redeeming points through shopping and event attendance to drive tenant sales and build lasting loyalty.
Problem: Online shopping is making it harder for malls to give visitors a reason to make the trip, or to return once their shopping need is met. Cadillac Fairview malls offer more than retail: events, dining, social experiences, but these go underused and disconnected from the core visit. The challenge: deepen engagement with the mall ecosystem and bring customers back more often.
Problem: Online shopping is making it harder for malls to give visitors a reason to make the trip, or to return once their shopping need is met. Cadillac Fairview malls offer more than retail: events, dining, social experiences, but these go underused and disconnected from the core visit. The challenge: deepen engagement with the mall ecosystem and bring customers back more often.
Role
Role
Team lead on a 5-person group project. While roles weren't formally assigned, I took on de facto project management, and independently conceptualized and developed the rewards system and app experience end-to-end.
Team lead on a 5-person group project. While roles weren't formally assigned, I took on de facto project management, and independently conceptualized and developed the rewards system and app experience end-to-end.
Research & Findings: Through user interviews, affinity mapping, and customer journey analyses across a broad demographic of retail visitors, several recurring themes emerged regarding the modern shopping mall experience:
Research & Findings: Through user interviews, affinity mapping, and customer journey analyses across a broad demographic of retail visitors, several recurring themes emerged regarding the modern shopping mall experience:
- The Transactional Trap: Shoppers increasingly treat malls as task-based errands, not destinations worth visiting regularly.
- The Commute Friction: Long travel times reduce visit frequency unless the payoff feels worth it.
- The "Third Place" Desire: Shoppers want malls to feel like community spaces — comfortable, social, worth lingering in.
Together, these point to three opportunities: turn spaces into experiential hubs, offset travel time with high-value loyalty rewards, and build atmospheres that foster real belonging.
Together, these point to three opportunities: turn spaces into experiential hubs, offset travel time with high-value loyalty rewards, and build atmospheres that foster real belonging.
Main opportunities:
Main opportunities:
- Transform malls into community hubs — cultural events, interactive learning, co-working spaces.
- Reward visits through incentives like "Stay Longer, Save More" and a personalized rewards app.
- Bring in park-like, green, culturally-designed spaces to enhance the visitor experience.
1. Reimagine the Mall as a Multi-Functional Community Hub: Apple Workshops
2. Enhancing the Value & Experience of a Mall Visit for Non-Drivers: Ikea Family Membership
3. Enhance Third-spaces and environmental interactivity: Denovian Garden Playground
Solution:
Solution:
This solution bridges digital convenience and physical retail with a mobile rewards platform paired with curated in-person events — giving commuters a reason to visit and return by blending "deal hunting" with live experiences. Users unlock incentives by attending events and scanning an in-app code at checkout, turning routine trips into rewarding destinations, boosting tenant sales, and establishing the mall as a community "third place."
This solution bridges digital convenience and physical retail with a mobile rewards platform paired with curated in-person events — giving commuters a reason to visit and return by blending "deal hunting" with live experiences. Users unlock incentives by attending events and scanning an in-app code at checkout, turning routine trips into rewarding destinations, boosting tenant sales, and establishing the mall as a community "third place."
Outcome:
Outcome:
This ecosystem aligns consumer psychology with retail economics through three pillars:
This ecosystem aligns consumer psychology with retail economics through three pillars:
- The Behavioural Loop: "Deal hunting" and exclusive events overcome commute friction, turning occasional visitors into a loyal community.
- The B2B2C Ecosystem: Cadillac Fairview drives foot traffic, retailers capture sales, and corporate support subsidizes rewards.
- Frictionless Design: A quick scan-at-checkout keeps the transition from event to purchase seamless
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