Cadillac Fairview increases lift with custom loop gift cards


Cadillac Fairview is a network of nearly two-dozen premier shopping centers across Canada. The company asked EML for a new way to drive foot traffic and build a sense of loyalty among both consumer and corporate shoppers toward Cadillac Fairview shopping centers.


EML collaborated with the Cadillac Fairview team to create the CF SHOP! card® – Canada’s first national shopping center gift card. The card – a restricted authorization network card, also known as custom loop – is accepted at thousands of shopping, dining and entertainment destinations at 21 locations throughout Canada, delivering a national footprint and a true “gifting” experience beyond what an open loop card can provide.


Customers can purchase the card at any Cadillac Fairview property at the Guest Services location or online. The card delivers benefits for both retail partners and purchasers, via the exclusive network of retailers and the strength of the brand, which draws shoppers from all over Canada.


The card has also driven an increase in corporate gifting orders for organizations to use the card to reward or provide a special gift to their employees.


By directing all of the spending back to the hundreds of merchants within the Cadillac Fairview network and excluding competitors, the SHOP! CARD® allows a recipient to shop at any merchant within the shopping center they desire. The CF SHOP! card® has been in the market for more than 10 years and has driven immense incremental value for its merchants.


*Based on merchants that reported sales lift data from January 2015 to January 2016.