This afternoon my friend and I took a train trip to the other side of town for a change of scenery and found ourselves at a outer southern suburb of Adelaide, Noarlunga. There is a nice shopping mall there so we walked around and had a look. We saw a man in the middle of the mall pressing buttons on a screen and muttering “oh darn it”. At first I thought he must have been standing on one of those mall weight scales and must have put on a few kilos, but then I looked again and noticed a line of people behind him. I didn’t think people would line up to use a mall scale.
So it turned out to be a membership program for the shopping mall called Freebies Rewards. Basically you use the kiosks to sign up to their membership and you receive a card with a barcode on it. You scan the barcode each time you visit the mall to:
- Earn points for visiting the centre. If you have enough visit points, you can cash them in for gifts such as cookbooks.
- Have a chance to win a free prize each day. Prizes include note pads, photo frames and food vouchers for the vendors in the centre. It is kind of like a pokie machine and makes jackpot type noises if you win a prize.
- Print special deal coupons for shops in the mall
Super interesting!!!! People were lined up to use these machines and you can only try once a day to win rewards and print out a value coupon of your choice. It seemed kind of addictive just like pokies with the noises and the thrill of possibly winning a prize. My friend and I signed up for a free membership but we didn’t win any prizes which was sad but we did print out a voucher for buy 1 get one free coffee.
Noarlunga is a lower socio economic area of Adelaide in the most part. This type of free prize idea would be of particular benefit and excitement to this demographic I imagine.
It turns out that these Freebies Rewards machines are in every Centro owned mall in Australia and there are a lot of those. I think that this is a really creative idea to boost customer loyalty and interest in the mall. The free vouchers also boost awareness of various stores in the centre and encourage spending. A really creative and innovative loyalty idea indeed so a big pat on the back for Centro Malls.
Note to self: Take more adventure day trips to far off locations to discover machines that give freebies!