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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
Additional mockups were created for onboarding staff uniforms, alongside potential physical punch card aletrnatives that were explored to be paired up in almost a "mall scavenger-hunt" experience.
Additional mockups were created for onboarding staff uniforms, alongside potential physical punch card aletrnatives that were explored to be paired up in almost a "mall scavenger-hunt" experience.
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