How CBRE digitalizes loyalty in shopping centers with real-time data

Traditional loyalty programs are no longer enough to meet the expectations of today's consumers.

CBRE was looking for a solution that would simplify visitor participation, encourage repeat visits and, at the same time, capture information to better understand shopping habits within each center.

The main objectives of the project included:

• Digitalizing participation in loyalty campaigns.
• Making it easy to register purchases from a mobile device.
• Improving the visitor experience throughout the process.
• Gathering aggregated information on shopping habits.
• Increasing the frequency of visits.
• Having indicators to support commercial decision-making.
• Unifying program management across different shopping centers.

The challenge was to turn loyalty into a strategic tool capable of generating value both for visitors and for management teams.

Flame Analytics deployed a digital loyalty solution that lets visitors take part in promotions and campaigns by scanning their purchase receipts from their own mobile devices.

Digitalizing the process removes friction for the user and simplifies the operational management of the program, offering a much more agile and accessible experience.

At the same time, the platform generates real-time information on user participation and shopping habits, giving shopping-center managers a far more complete view of commercial activity.

This data makes it possible to evaluate campaigns, identify consumption trends and support future marketing actions with objective information.

A solution ready for multiple assets

From the outset, the project was designed to adapt to a network of shopping centers managed under a single operating model.

This approach makes it easier to roll out a consistent loyalty strategy, keeping indicators comparable across different locations and allowing the project to scale in an orderly way as business needs evolve.

Thanks to the implementation of Flame Analytics, CBRE has a tool that makes it easier both for customers to take part and for marketing teams to manage loyalty programs.

Digitalizing the process helps reduce manual tasks, speed up promotional campaigns and gain a continuous view of how visitors interact with the shopping center.

The data collected helps assess the effectiveness of campaigns, better understand user behavior and design increasingly personalized commercial actions.

From loyalty to smarter shopping-center management

The project marks a step forward in the digitalization strategy of the assets managed by CBRE.

Beyond offering promotions, the company gains a new capability to better understand its visitors and turn the information obtained into a tool to optimize the experience, improve the relationship with customers and support decision-making.

Loyalty stops being merely an incentive program and becomes a continuous source of knowledge about user behavior.