Christina Thai

Cadillac Fairview App

CF SHOP is a personal mall guide that helps make the most of shoppers trip to the mall. This is a concept design for the client Cadillac Fairview, who is a large developing company that owns retail properties throughout North America. The app makes shoppers mall experience more convenient with the special feature of searching for items and placing them on hold. It includes fashion advice from style experts, store info, promotions, and an innovative way to bookmark and save multiple wish lists.

The Problem

Cadillac Fairview noticed a decline in on-site mall visitations, and they wanted to utilize modern technology to increase their in-person mall patronage by also leveraging their network of malls. It is also important for them to create more of a community experience through their network of malls in North America. Lastly, to create a platform to leverage the knowledge of experts in style and entertainment to increase mall visitors.

Around community experience:
○ People are drawn to events, store openings, seasonal products & promotions, and pop-ups.
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Around in mall patronage and visitation:
○ People liked the convenience of shopping online.People visiting malls liked being able to analyze products for quality.
○ People were unsure if there were multiple locations that had a particular item.
○ People are open to suggestions and recommendations in order to make a purchase.
○ Everyone has different preferences for their favorite stores, so creating an app that fits everyone’s needs will be difficult.
○ Not everyone has a convenient way of traveling to the mall.
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Findings and Observation

Goals & Opportunities

Goal - to create more of community experience at the CF malls:
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○ Opportunity 1:
Will marketing new events, store openings, seasonal products & promotions, and pop-ups to customers increase the amount of in-person visits?
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○ Opportunity 2:
Will creating social media campaigns help boost community participation?
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○ Opportunity 3:
Will utilizing technologies like maps and directions help make getting to mall locations more convenient for patrons?

Around in mall patronage:
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○ Opportunity 1:
Will making an experience that bridges the online consumer experience and the in-person experience increase mall patronage? Can we leverage CF’s network of malls and inventory to allow customers to find what they need so that it is more convenient to check out in person?
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○ Opportunity 2:
Can surfacing the differences and diversity of each mall locations increase in-mall visits? If they can see the difference between each mall, will it increase in-mall visits?

Around leveraging experts:
○ Opportunity 1: Will editorial style posts promote products found in the malls increase purchases made in the mall?

Editorial

Shoppers can find inspiration from Editor's picks and select the item they like here. They no longer have to call the store and wait for the sales associate to look for the product. They can find the item at any Cadillac Fairview malls and place it on hold through this app.