When Loyalty Is More Than Just A Word

Competition among Belgrade’s shopping centres has been raised to a new level with the loyalty programme launched by Ada Mall. This shopping centre also won a prestigious digital transformation award for its pioneering Ada Mall Loyalty Club project

Ada Mall GM Alex Linchev didn’t hide his sense of satisfaction over his shopping centre having become the first to offer such a programme. We spoke with him to discuss all the details of this revolutionary project in Serbia.

Which of the huge number of convenient advantages that your Loyalty Club provides to shoppers, which would you single out as being the most significant?

The Ada Mall Loyalty Club was launched in early 2021 and is the first of its kind in the region. It represents a loyalty platform on two levels (Basic and VIP) and generates almost 14% of the shopping centre’s total turnover (excluding food and services).

The programme has attracted almost 70% of tenants, who have joined the programme with their discounts. Interestingly, membership in the Ada Mall Loyalty Club is free of charge, while an app is also available for iOS and Android devices.

The entire programme is driven by our strong conviction that shoppers who visit Ada Mall on a daily basis deserve to be rewarded for their loyalty. The more you buy, the more points you earn, and that also gives you a chance to win valuable prizes – for free!

You can dine, watch movies or go shopping, and every receipt that you scan yourself, or with the help of our kindly girls at the Info desk, earns you Ada Loyalty Club points that you can exchange for very valuable prizes.

Which part of the loyalty programme makes you particularly proud?

Firstly, apart from points, the Ada Mall Loyalty Club also offers gifts, vouchers with a total value exceeding 150,000 euros, customised discounts for basic

We invested our hearts and minds into creating the most convenient app possible, and the membership base of the Ada Loyalty Club has grown from 3,000 to over 45,000 users, launching a revolution in interactions between shopping centres and their visitors and VIP cards, and even events organised exclusively for club members.

Secondly, we’ve rewarded our loyal shoppers by providing additional benefits with our partners, such as Air Serbia, Opera & Theatre Madlenianum, the MediGroup private healthcare system, Markoni bike rental and others.

Negotiations are also underway with several other friends of ours, including travel agencies, museums and resorts.

How would you comment on the digital transformation award that you received recently?

We are extremely proud that we are the only shopping centre in Serbia to have received this significant award and that we are recognised as a leader in digital transformation. We invested our hearts and minds into creating the most convenient app possible, and the membership base of the Ada Loyalty Club has grown from 3,000 to over 45,000 users, launching a revolution in interactions between shopping centres and their visitors. We will continue striving to improve our app, but will also listen to our shoppers and implement their suggestions, because the Ada Mall Loyalty Club was designed for them.

KAREN S. LYNCH / CVS HEALTH CEO