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New PREIT loyalty program rewards retailers with shopper data


PREIT, whose portfolio includes the Plymouth Meeting Mall in Pennsylvania, the Mall at Prince Georges in Maryland, and the Springfield Town Center in Virginia, has introduced a digital shopper loyalty program that rewards participating retailers with customer behavioral data.

Shoppers can link up to 15 credit and debit cards to PREIT Perks, which debuts this month at Cherry Hill Mall in New Jersey (pictured above). Enrollment involves a one-step process that can be completed at in-mall kiosks or on mall websites to earn $10 off subsequent purchases for every $250 spent.

Retailers enrolled in Perks are able to engage shoppers on premise with offers pegged to their buying habits — insights PREIT obtains through data-sharing agreements with MasterCard, VISA, and American Express.

"PREIT Perks elevates the customer experience for shoppers by giving them an opportunity to be rewarded for their loyalty to our properties and optimizes the retailer-consumer relationship by providing our tenants with real-time insights into shopper behavior," said PREIT CEO Joseph Coradino in a statement announcing the launch.

Perks is the latest example of PREIT’s stated commitment to technology and innovation. Last year, it announced a partnership with Mobiquity to provide beacon-based advertising at all its mall properties to enable retailers to target offers to shoppers on-site.

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