In 2018, the retail landscape was already at a critical juncture. The rise of e-commerce had irrevocably changed consumer behavior, pushing shopping centers to evolve from mere places of commerce into dynamic, multi-purpose destinations. For asset managers like Cushman & Wakefield Spain, this new reality presented a dual challenge: they needed to modernize their approach to customer engagement and find a way to create genuine value that transcended the simple transaction. It was within this context that Cushman & Wakefield Spain and Placewise began a strategic partnership, not just as client and vendor, but as true collaborators in a shared mission to redefine the shopping experience.
The partnership was founded on the belief that technology could be the bridge connecting a mall’s physical space to its digital community.
Over the past six years, this vision has guided a long-term strategy focused on building deeper relationships with customers, driving efficiency, and delivering a superior return on investment for their retail assets. The journey from a fragmented digital presence to a unified, data-driven ecosystem is a powerful testament to what can be achieved when a deep understanding of retail assets is combined with innovative digital solutions. This is the story of a collaboration that has become a benchmark for success in a new era of retail.
“The success of Cushman & Wakefield’s Infinity program shows how powerful this approach can be — tenants are seeing great numbers, more visitors, and have made the program an integral part of their marketing strategy rather than competing with it. We’ve heard many times that ‘this would never work in our assets,’ yet time and again we’ve proven that when tech aligns with strategy and collaboration, both tenants and end-users win. This client case is a living proof of exactly that, and if Cushman & Wakefield’s malls in Spain – with several malls having more than 100 tenants, both local ones and multinational ones – can build something like this, I think it’s quite clear that it is achievable for any shopping centre in any market, really. It’s never too late to start, and as long as we build strong consent-based databases — our comprehensive, channel-agnostic platform adapts to each client’s needs, enabling them to thrive at the crossroads of physical and digital retail. This is about future-proofing shopping centers on a strategic level — not simply deciding whether to have a loyalty club or not,” says Morten Mørken, European Commercial Director at Placewise.
THE CHALLENGE: A FRAGMENTED PAST WITH A NEW VISION
Before the partnership began, Cushman & Wakefield Spain’s portfolio of shopping centers faced a common industry problem: a fragmented digital approach. Customer data was siloed, with information from Wi-Fi logins, on-site events, and traditional loyalty cards residing in separate systems. This made it nearly impossible to get a single, unified view of the customer, leading to a host of inefficiencies:
Manual and Inconsistent Communications: Marketing teams were forced to manually create and send mass communications with little to no personalization. This resulted in low engagement and a high risk of “message fatigue” among members.
Reactive Marketing: Without real-time data, marketing strategies were often reactive rather than proactive. Teams could see what happened (e.g., a drop in foot traffic) but lacked the data to understand the “why” and, more importantly, what actions to take next.
Inefficient On-Site Experiences: On-site events, a cornerstone of creating a vibrant mall community, relied on manual processes for member check-ins and prize draws, which were slow, prone to errors, and didn’t provide any lasting data.
Low Return on Investment: The lack of a centralized system made it incredibly difficult to measure the true ROI of digital campaigns, leading to uncertainty about where to allocate resources to drive the most value for both tenants and asset managers.
Cushman & Wakefield’s leadership recognized that a new digital backbone was needed to connect all of these disparate channels. However, they also understood that technology alone was not the answer. They needed a partner who could provide not only the platform but also the strategic expertise and day-to-day operational support to execute on their vision.
THE PLACEWISE SOLUTION: A PARTNERSHIP FOR PERFORMANCE
Placewise and Cushman & Wakefield tackled the challenge by forming a unique partnership, where Placewise’s Performance Managers act as a strategic extension of the team, bridging the gap between technology and a successful, cohesive strategy.
The solution focused on three core pillars:
- A Unified Data Hub: At the heart of the solution was a centralized digital platform that connected all of the client’s on-site and digital touchpoints. This included integrating data from the mall’s Wi-Fi network, tracking participation in on-site events, and managing the entire loyalty program database. This approach provided a 360-degree view of the customer, allowing the team to understand who their members are, how they behave, and what they’re interested in.
- Advanced Segmentation and Automation: With this rich, centralized data, the team was able to move beyond mass mailings and create highly targeted audience segments. The platform enabled the creation of automated campaigns that sent personalized messages based on a variety of triggers, such as a member’s birthday, their interests, or even behavior. For example, a customer who had attended an event could automatically receive a personalized message with a special offer, extending the mall visit.
- Expertise and Daily Management: The partnership model proved to be the most crucial element of the success. Placewise’s Performance Managers were tasked with the daily execution and strategic oversight of the digital program. They work hand-in-hand with the marketing teams, handling everything from designing campaigns and analyzing data to managing daily operations. This frees up the internal C&W team to focus on broader asset management and strategic goals, while Placewise ensures the digital program is always running at peak performance.
The collaboration created a streamlined, efficient, and data-driven approach that replaced manual, reactive processes with an automated, proactive strategy.
“Working with Placewise has transformed how we connect with our shopping centre visitors. Where we once had limited visibility, we now have the ability to identify, segment, and engage with over 400,000 loyalty members. With CRM, app, and data analytics in one ecosystem, we’ve gained the insights needed to make smarter decisions. We’ve turned raw information into actionable marketing – driving more relevant experiences, stronger loyalty, and measurable outcomes. Placewise is a strategic partner – helping us translate customer insights into drive footfall, sales, and real value across our retail portfolio”. “We are proud that this success has been recognized by the industry with the Best Innovation Action Award 2022 from the Spanish Shopping Centre Association (AECC) and the Solal Gold Award 2022 for Tactical Activation from the European Council of Shopping Places (ECSP)”, says Vicente Alemany, the Associate, Head of Communication, Marketing & Innovation Asset Services, Cushman & Wakefield Spain.
QUANTIFIABLE RESULTS: THE NUMBERS TELL THE STORY
The impact of this partnership has been nothing short of remarkable, with strong, quantifiable results that demonstrate the value of this collaboration.
Exceptional Member Growth: The digital loyalty program has now grown to a total of more than 400k members, with a robust growth rate of more than 5,000 new members joining each month. This consistent growth proves that the program’s value proposition is resonating with customers and driving a steady stream of new sign-ups.
High Engagement and Activity: The campaigns consistently outperform industry benchmarks. The program boasts a highly active member base, reaching up to 65% in some centers. This is a powerful metric that shows members are not just signing up, but actively using the app and engaging with the content each month and week.
Superior Communication Performance: The effectiveness of the automated and personalized campaigns is clear in the communication metrics. The average email open rate is a high 36%, and the push notification click-through rate is also showing industry-leading performance. These numbers demonstrate that the targeted content is highly relevant and is successfully driving members to take action.
“Creating a loyal community of visitors who return to the centre, extend their dwell time, and fully experience what the destination offers is key to long-term success. This engagement is not just about numbers, it is about people choosing these spaces as part of their daily lives. Every extra visit, every longer stay, translates into more opportunities for tenants, boosting sales, and a healthier retail ecosystem. That is the true power of connecting data, digital touchpoints, and human experience into one unified strategy.” says Simona Kolvekova, Senior Marketing Consultant.
BEYOND THE NUMBERS: A SHIFT IN STRATEGIC FOCUS
The new platform and partnership go beyond the numbers. By centralizing its digital strategy, Cushman & Wakefield can focus on core goals, showing that a dedicated digital partner is key to a truly modern and efficient shopping experience.
The success of this long-term collaboration is a testament to the power of a unified digital strategy and a partnership model that prioritizes strategic expertise and a seamless customer experience.
