Almeida Junior has transformed the AJFans app into the central pillar of its digital strategy and its main proprietary asset for customer relationship management. The platform is used continuously throughout the year but gains traction during high-impact promotional periods. Consumer Week, held from March 9 to 15, is a practical example: all campaign activations are concentrated in the app, which now accounts for 85% of participants in key retail promotions across the group.
The platform operates as a loyalty and promotions hub, bringing together campaigns, benefits, direct customer communication, and behavioral data capture in a single mobile environment across all Almeida Junior shopping centers (Balneário Shopping, Continente Shopping, Garten Shopping, Nações Shopping, Neumarkt Shopping, and Norte Shopping). During Consumer Week, customers can access benefits such as progressive discount coupons, “buy and get” promotions, movie tickets, and 50% off reward redemptions.
According to Douglas Heinzen, Corporate Marketing Manager at Almeida Junior, the maturity of the mobile strategy is already delivering concrete performance results. “A customer enrolled in our loyalty program has an average ticket up to seven times higher than an occasional customer. This proves that when you understand your customer, deliver relevance, and build recurrence, the return is directly reflected in revenue.”
The app as the customer’s digital identity
The group also aims to integrate digital media with physical traffic, following an O2O (online to offline) conversion-oriented model. The company’s vision is to expand the app’s role, turning it into an increasingly personalized platform.
According to Heinzen, the app has evolved from a complementary channel into the main driver of promotional activation and customer recurrence across the group’s shopping centers. “We treat our app as a ‘hub’ that connects virtually every stage of the experience within our developments. AJFans is the heart of this ecosystem.”
