StoriesBlogBest practicesMust read case study for shopping malls – No matter the size of your mall

Must read case study for shopping malls – No matter the size of your mall

October 27, 2020
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The Danish mall, herningCentret had big goals when launching their loyalty app, and they're achieving results to match it. In this case study, we will have a closer look at what herningCentret's success.

About herningCentret

herningCentret is located in Herning, and was established 40 years ago. herningCentret has multiple times been named Best Mall in Denmark, and was recently sold to the leading mall operator in Denmark.

Key fact about herningCentret:

  • 80 shops
  • 3.5M annual visits
  • 44.000 people living in Herning city
  • 90-100.000 people in their primary target area
  • 35.000 Facebook followers
  • 11.700 Instagram followers
  • 25.000 monthly website visitors

The strategic goals in the mall

herningCentret outlined 4 major strategic goals in their plan to succeed:

  • Increase footfall through their digital presence by 50%
  • Increase relevance of communication for ever single customer and let them opt-in to communication
  • Get to know the customers better by collecting valuable insights about them through a digital loyalty program
  • Make sure new solution more or less runs itself, to save mall management resources

In order to achieve these goals, herningCentret decided to launch Emplate's loyalty app.


Comments by the mall manager in herningCentret

Before implementing Emplate we didn’t have any campaigns from the shops to use on our digital platforms simply because it was too time consuming for our team to gather the content. After implementing Emplate we now have hundreds of campaigns online at any giving time and we only spend a few hours weekly to gather and manage the campaigns on our different channels. I can without a doubt recommend Emplate to other malls and they should feel free to call me to hear more.

Kim Lauritsen
Mall manager at herningCentret

Start by engaging the tenants in the mall

From the very beginning, it's been important for herningCentret that the tenants participated in the new digital platform.

The main reasons were:

  1. To satisfy the tenants and make sure it fits heir needs
  1. To engage tenants so mall management could save time and resources in maintaining a successful solution

This meant that herningCentret wanted to ensure that the tenants could deliver content for the app and website. This is done by tenants uploading content to Emplate Shop every month.

Connecting to the consumers in an app

With the automated content collection set up, herningCentret's main challenge of having a successful mall app was solved. By using the content that is now being collected, herningCentret can create personalized digital experiences for their customers.

The goal for herningCentret was to connect the right content to the right consumers, in order to provide them with more personalized and relevant experiences. This was made possible through the loyalty app, as customer can choose which stores in herningCentret interests them, and only see offers and news from these.

And, by using the data and insights they gained access to through the app, herningCentret built a user base throughout  all their communication channels, maximizing their efforts across their platforms.

The app effect for the last 12 months

During the last 12 months, herningCentret have achieved the following effects, with the loyalty app:

Annual effects using

Emplate Loyalty App

  • 18.000+ Downloads
  • +40+% App retention
  • 3.300 Campaigns uploaded
  • 809.605 Campaign views
  • 94.258 Mall visits
  • 59.907 Campaign visits

This means that 26% of campaign interactions converts to physical shop visits, or 63.5% of all in mall app opens result in a physical shop visit.

Engaging customers through the mall’s website

Besides launching an herningCentret app with Emplate the mall also wanted to distribute the content to their existing website. They have done that by integrating Emplate Mall Web to the

Beyond using the content collected for the loyalty app, herningCentret also wanted it to be used on their existing website. They set up the Emplate Mall Web integration on their website in two ways:

  • On the front page in a campaign slider, where 4-10 featured news and offers are shown.
  • On the "News and Offers" tab. Here, all news and offers from the app are available in categories.

After the integration, herningCentret's website has evolved from being a place customers checked opening hours and events, to a place products can be found.

And, this has significantly increased the time consumers are staying on the website.

Every week, the mall gains


Comments by the mall manager in herningCentret

Before implementing Emplate, we didn’t have any campaigns from the shops to use on our digital platforms simply because it was too time consuming for our team to gather the content. After implementing Emplate, we now have hundreds of campaigns online at any giving time and we only spend a few hours weekly to gather and manage the campaigns on our different channels. I can without a doubt recommend Emplate to other malls, and they should feel free to call me to hear more.

Kim Lauritsen

Mall manager, herningCentret

Going forward

herningCentret set out to achieve digital success, and they did.

Beyond the impressive results of 63.5% of loyalty app opens turning into store visits, herningCentret has managed:

They managed to achieve their goal of utilizing the stores in the mall to automatically deliver relevant content to the app, meaning customers are now automatically getting personalized and relevant communication, without extra workload for mall management.

And, they are utilizing the data and insights they can not access to strengthen their communication, not just in the app, but across all their platforms.

Now, herningCentret can consider how else they want to tap into the potential the loyalty app gives them access to.

Are you interested in achieving the benefits of a loyalty app? Book a demo today.

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