Case studyRenovation Case Challenge
Shopping Center Loyalty
Reposition Belgrade shopping centers as "Third Places" to win back Millennials and Gen Z.
- Role
- Case competition · 3rd place
- Period
- Case competition
- Stage
- 3rd place
- Type
- Retail loyalty
3rd
Place
The problem
Millennials and Gen Z were the least loyal mall visitors. Loyalty programs were transactional, hard to understand and fragmented across tenants.
What I designed
- 01Repositioned malls as "Third Places" for socializing, working and free time, not just shopping.
- 02Behavior-based rewards for visits and time spent, proximity notifications and referrals.
- 03Parking integration and phased tenant onboarding, starting with food and beverage partners.
Outcome and KPIs
3rdPlace
- 3rd place at the Renovation case challenge.
- KPIs: visits per user per month, dwell time, app adoption, tenant participation and reward redemption.
Stack and methods
Loyalty designPersonasMarket sizingKPI design