Cadillac Fairview Launches Digital Line Management Tool

Need to Know

• The new tool, called CF Guest List, is launching in beta and allows shoppers to join a virtual queue at a Cadillac Fairview (CF) property, pre-book a time slot to visit specific stores before arriving at the property, or easily arrange curbside order pickups.
• The first retail partner to join the platform is Pandora, and guests can now pre-book visits at the retailer’s Toronto Eaton Centre location or join a virtual queue on the spot.
• Pandora has also committed to launching the service at seven more CF locations by mid-September.
• CF is one of the largest retail space owners in North America, owning spaces such as Toronto-Dominion Centre, CF Toronto Eaton Centre, CF Pacific Centre, CF Chinook Centre, Tour Deloitte, and CF Carrefour Laval.

Analysis

A new tool developed by property giant Cadillac Fairview (CF) is set to help brands and shoppers better navigate the new retail normal. CF Guest List is a new digital line management tool that lets shoppers visiting a CF mall or location pre-plan their trip and better navigate in-store visits to retailers.

The tool, developed partly in response to COVID-19 needs, lets shoppers join a virtual queue while shopping at a CF property, pre-book a time slot to visit specific stores before arriving at the property, or easily arrange curbside order pickups for e-commerce orders.

Pandora has signed on to be the first CF Guest List user. The jewelry retailer is now allowing shoppers to pre-book visits at their Toronto Eaton Centre location, as well as join a virtual queue on the spot. Pandora has also said that they will work with CF to launch Guest List at seven more locations by mid-September.

“It’s critical to our business that we offer our guests new and innovative ways to safely visit our Pandora locations in limited capacities as well as create a seamless experience for our customers once they enter our stores,” said Lorelei Lane, VP of sales for Pandora Canada.

Participating retailers such as Pandora will display QR codes around their storefronts, prompting shoppers to enter their phone number and join a virtual queue. Once it’s their turn to shop, they will be notified by a text message or alert. Shoppers can also head to the CF Guest List site, choose their mall location, and book a visit ahead of time.

CF Guest List was developed by Ravel, CF’s digital innovation hub. Ravel also recently launched LiVE, an immersive app that lets shoppers browse products; access information related to store hours, parking, and COVID-19 precautions; and receive special offers from popular brands.

“I don’t want to call this kind of thing table-stakes, because that’s not the case, but I think customers will quickly come to expect it,” Jose Ribau, EVP of digital and innovation for Cadillac Fairview and the head of Ravel told Digital. “And with the right retailer, you can turn that into an amazing experience. It is such a simple safety measure, but it’s also a marketing opportunity.”

As more retailers open up and consumers return to their normal shopping habits post-pandemic, the need to better understand and arrange for social distancing while shopping is growing. As one of the largest retail property owners in Canada with 35 million square feet of leasable space and malls such as Toronto’s Eaton Centre and Vancouver’s Pacific Centre in its portfolio, CF understood the need for tools that help shoppers interact with their favorite retailers.

“Our number one goal and focus is to create a safe, clean environment for valued guests,” said Sal Iacono, EVP of operations for Cadillac Fairview. “We know consumers face a number of challenges with respect to COVID-19 and we want to actively support them as they navigate and enjoy a CF property shopping experience in today’s new normal.”