Thursday, April 25, 2024

Retail First shopping centres launch loyalty apps

Capalaba Park and Redbank Plaza in Brisbane are offering customers the ability to download an app to earn points that can then be used to claim free prizes, retailer deals and offers, or enter exclusive competitions.

The two Brisbane centres launched the program in May while other Retail First shopping centres – Brookside Shopping Centre, Australia Fair and Sunnybank Plaza – will roll out the app later this year.

The overall goal of the app is to promote the advantages of shopping in brick-and-mortar stores by enhancing customer engagement, retention and interaction with retailers, while being more environmentally friendly thanks to elimination of the need for plastic cards.

“Australia has one of the highest smartphone-to-population percentages in the world and so it made sense to embrace this technology, particularly when most shoppers are rarely without their phone, unlike store loyalty cards,” Retail First Head of Marketing Bec Gascoigne said.

Members will earn points every time they visit Capalaba Park and Redbank Plaza and shop at participating retailers. Customers use the app to accumulate reward points, which can be redeemed on a huge range of rewards, including free prizes and exclusive deals at participating retailers.

To join, customers simply need to download the free Park Points app for Capalaba Park and Redbank Rewards app for Redbank Plaza and, once they have registered their details, they are able to start earning points.

The success of the loyalty app in the short time since launching is demonstrated in the number of app downloads and retailer participation. Both Capalaba Park and Redbank Plaza have more than 1,000 downloads for each centre, which far exceeds initial objectives.

Redbank Plaza has achieved 100 per cent retailer participation, including major retailers Coles, Kmart, Big W, ALDI and cinemas. Capalaba Park has achieved more than 70 per cent retailer participation, including Coles, Kmart, and Target.

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