The answer lies in smart, real-time, shopper-centric marketing automation.
At Placewise, we’ve been leading this evolution since 2019. Our journey began with the Spanish malls managed by Cushman & Wakefield, pioneers in the integration of an entire marketing strategy through automation. The results were immediate: stronger shopper loyalty, streamlined campaign execution, and measurable uplift in tenant sales. Since then, we’ve expanded these capabilities to shopping centers across Europe, North America, and Asia, helping centers everywhere elevate their value proposition through automation.
Why Marketing Automation Matters at Shopping Centers
Marketing automation enables center management to respond to shoppers based on real-time behaviors and preferences. It goes beyond the reduction of manual tasks – it enables centers to understand, anticipate, and serve each visitor as an individual. Personalized emails, real-time app messages, smart event reminders, and tailored rewards all become the engine behind every meaningful moment.
When used strategically, automation drives increased footfall, higher tenant satisfaction, stronger loyalty, and a measurable return on marketing investment.
The Placewise Framework for Marketing Automation
We don’t just automate for efficiency – we automate for experience. Our approach combines technology with behavioral data, consent-based personalization, and human insight to create intelligent customer journeys.
1. Automated Journeys Across Channels
Our multi-channel automation spans emails, SMSs, push notifications, app engagement, and in-platform content. We design user journeys that evolve over time, from the moment they register to their most recent visits.
Example: Newsletter Subscriber Journey
- Day 0: Welcome email introducing the loyalty program and app benefits.
- Day 2: Personalized offer to prompt first interaction.
- Day 7: Reminder to complete profile for better recommendations.
- Day 14: Invitation to upcoming events or competitions.
- Day 30: Retention offer (coupon or game entry) for dormant users.
These flows are automatically triggered based on user behavior, keeping communication relevant and timely without overwhelming the marketing team.
2. Location and Context-Based Triggers
Understanding where a shopper is and what they’re doing enables shopping centers to deliver timely, relevant messages that feel natural and helpful. We harness data from geofencing, mall services, app activity in mall, and Wi-Fi logins to create intuitive, in-the-moment touchpoints.
Example: Real-Time Offer Based on Wi-Fi Login
When a loyalty member logs into the mall Wi-Fi, Placewise’s system recognizes the action and cross-references the shopper’s marked favorite store. Within moments, they receive a targeted push notification:
“Welcome back! Nike has 20% off today – just show your coupon at checkout.”
This instant, personalized communication enhances the shopper experience and directly supports tenant promotions, all while requiring no manual effort from the marketing team.
3. App-Powered Engagement
A mall’s app is more than just a tool – it’s a gateway to automate interaction. With real-time triggers based on in-app activity, you can drive visits, consent collection, and data enrichment.
Example: Mother’s Day Consent Campaign
A shopper connects to Wi-Fi, but their profile is still incomplete and consent is missing. They receive the following automated push message:
“We have a Mother’s Day surprise waiting for you! Fill out your profile in the app today and pick up a free perfume gift at the info desk.”
With a single trigger, the system creates a compelling reason to update information, improving data quality and consent coverage while rewarding the customer and driving foot traffic to a specific location inside the center.
(Alternatively, we could sum it all up: “Smart incentives meet data strategy – a win-win!”)
4. Reinventing Event Marketing
Events are essential to placemaking. With automation, every touchpoint – invitations, reminders, follow-up – becomes an opportunity to extend the experience.
Example: Post-Event Offer
An hour after a child is checked in for an activity, their parent gets an automated push message: “Thanks for participating in today’s event! Stop by McDonald’s for a free ice cream. Offer valid today only.”
This type of contextual follow-up does more than delight the visitor. It rewards engagement, encourages continued exploration of the mall, and helps tenants benefit from increased traffic – an ideal blend of experience, automation, and commercial strategy.
5. Coupons, Rewards, and Real-Time Incentives
Smart use of coupons helps track behavior and tailor follow-ups. When integrated with automation, they become data tools for both marketing and insight. Connected to real-time triggers, they provide measurable insights while driving return visits.
Example: Reactivation Coupon
After weeks of inactivity, a loyalty member receives a push message:
“We’ve missed you! Here’s a € 10 coupon to use at your favorite store today.”
Not only does this revive interest, but it also strengthens the habit loop of using digital tools to access mall value.
6. Dynamic Loyalty Triggers
Loyalty becomes smarter with automated, tailored nudges based on their engagement level, tier status, and preferences.
Example: Points Milestone Alert
A loyalty member is close to a premium tier. The system instantly recognizes the opportunity and sends an SMS:
“You’re just 150 points away from an unforgettable evening! Redeem a ‘Dinner for Two’ with your next visit. Tap to view how to unlock it.”
By aligning loyalty mechanics with automated touchpoints, centers build deeper emotional connections while boosting foot traffic and transactions.
7. Gamification Meets Automation
Interactive games, raffles, and digital challenges supercharge engagement – and Placewise automates it all. From QR scans to post-purchase entries, the system turns shopper actions into excitement. These elements not only entertain but also motivate shoppers to complete profiles, visit more frequently, and interact with tenants.
Example: Purchase-Triggered Game Entry
A shopper redeems a coupon in the mall or scans a QR code at checkout. The system logs the interaction and instantly sends a push notification:
“You’re in! You’ve just earned an entry to our Summer Raffle for a weekend getaway.”
This creates a fun, competitive atmosphere while deepening user interaction, all with minimal manual setup.
Looking Ahead: The Future of Loyalty-Driven Automation
Loyalty programs are no longer static points systems – they are evolving into dynamic, data-powered ecosystems fueled by real-time automation. At Placewise, we see several emerging trends that will shape the next generation of loyalty at shopping centers:
- AI-Powered Loyalty Personalization
Machine learning will make every message smarter, faster, and more precise. AI will continuously segment users based on preferences, shopping behaviors, life stages, and engagement levels. This allows centers to:
- Offer tier upgrades based on LCV
- Serve hyper-personalized rewards
- Trigger surprises based on behavior patterns
- Integrated Omnichannel Loyalty Journeys
Loyalty, payments, and promotions will converge into one seamless digital journey, boosted by real-time automation, rewarding behavior across multiple channels.
- Predictive Timing
Automation tools will learn when each shopper is most likely to engage, delivering campaigns at the perfect moment for higher impact.
- Conversational Interfaces
Voice assistants and automated chatbots will offer real-time recommendations and support, creating new ways to guide the shopper journey.
- Dynamic In-Mall Personalization
On-site digital signage and directories will adapt in real time, showing personalized offers and greetings based on user profiles.
- Real-time Loyalty Tier Management
Loyalty tiers will become fluid and gamified. Instead of static levels updated monthly, real-time automation will dynamically shift members between tiers, providing immediate gratification and encouraging more frequent engagement.
- Behavioral Triggers to Reward Frequency
Automated loyalty programs will focus more on creating routines – return visits, app use, tenant engagement – by rewarding habits through micro-triggers.
Why It Matters
Automation turns loyalty programs from passive systems into living, breathing engines of engagement. By aligning digital tools with shopper intent, behavior, and identity, shopping centers can build not just customer retention – but emotional loyalty at scale.
At Placewise, we believe the future of loyalty is automated, predictive, and deeply personal – and enables our customers to achieve this, and more!
