Building aloyalty platform across 18 shopping centres

Client: Danske Shoppingcentre Work: Concept development, Project management, CRM, Digital customer portals

Interior view of a modern multi-level shopping mall with various store entrances, shoppers walking, sitting on benches, and a small flower shop on the lower level.

Danske Shoppingcentre has replaced fragmented local systems with a centralised, data-driven platform. The new loyalty concept unites 18 centres under one solution—delivering scale benefits, stronger customer insights, and a better experience for millions of visitors each year.

Challenge

With data stored locally across 18 individual shopping centres – each with their own websites, customer apps and email setups – Danske Shoppingcentre faced a fragmented and expensive digital landscape. Valuable customer insights were locked in silos, making it impossible to build a unified strategy or take full advantage of first-party data.

The ambition was to establish a shared, data-driven customer platform and loyalty concept that would provide scale advantages, strengthen customer experience, and enable data-informed commercial decisions.

Solution

NexusOne acted as lead architect on the initiative, creating a comprehensive digital roadmap, loyalty concept, points engine and new IT architecture. Together with Emplate and Journeywise, we developed a centralised data platform and CRM foundation, implemented Agillic as the marketing automation engine, and launched a new website solution serving all 18 centres. The platform was built with deep integration to loyalty apps, retail partners and in-centre stores, and supported by a business intelligence layer to provide actionable insights. The result is a cohesive digital ecosystem designed to unify customer data and enable personalised communication at scale.

Result

Danske Shoppingcentre now operates on a unified, data-driven platform that brings together customer insights across all centres. The new architecture has provided immediate scale benefits, lowered costs, and – most importantly – given the organisation ownership of first-party data for the first time.

Customers experience a more seamless and engaging loyalty program, while internal teams benefit from improved transparency, stronger reporting, and simplified operations.