• Castellana Properties’ Rewards Program features a pioneering functionality in the sector, powered by a unique artificial intelligence system in the shopping center market.

• In just three months since its launch, the App recorded a +84% increase in interactions, loyalty programs grew by +52% in new members, and club actions boosted operators’ sales by +20%.

• This Rewards System is also active in the company’s centers in Portugal where, in just two months since its launch, more than 40,000 new members joined the loyalty programs.

Castellana Properties’ Rewards Program features a pioneering functionality in the sector, powered by a unique artificial intelligence system in the shopping center market.

In just three months since its launch, the App recorded a +84% increase in interactions, loyalty programs grew by +52% in new members, and club actions boosted operators’ sales by +20%.

This Rewards System is also active in the company’s centers in Portugal where, in just two months since its launch, more than 40,000 new members joined the loyalty programs.

Castellana Properties has been awarded the prize for Best Innovation / Digital Strategy Action at the XXI Spanish Congress of Shopping Centers and Retail Parks (AECC 2025) for its project “Más que puntos”, an initiative that has transformed the way of engaging with customers in the retail sector.

In line with its commitment to innovation and digitalization, in April 2024 the company launched the 2.0 update of both the App and the website of all its shopping centers, upgrading its previous digital platforms. This renewal also included the launch of the new Rewards Program in each of its shopping centers, a proposal that offers customers multiple benefits and membership levels through which they can accumulate points and access a wide variety of prizes.

One of the program’s major innovations is the possibility of earning points by uploading purchase receipts from stores within the shopping centers. This feature, a first in the sector, is powered by an artificial intelligence system unique in the shopping center market.

In just three months since its launch, the App recorded an 84% increase in interactions, while the Loyalty Programs grew by 52% in new members compared to the same period the previous year. In addition, club actions integrated into the platform boosted operators’ sales by 20%, confirming the project’s positive impact on both customers and brands. These results consolidate Castellana Properties’ digital platform as a key driver for generating real value for both customers and operators.

Cristina Macarrón, Marketing and Communications Director at Castellana Properties, commented: “With our Rewards Program we have taken a decisive step forward in customer experience in our sector. Our goal is to offer experiences that go beyond shopping, strengthening relationships with customers and generating a positive impact for operators. This award is recognition of the innovation of our entire team and encourages us to continue leading the transformation of shopping centers in Spain and Portugal.”

This Rewards Program has also been active since April 2025 in the company’s shopping centers in Portugal, with outstanding results. Specifically, at Riosul, LoureShopping and Octava Avenida, the first three centers to implement this system, more than 40,000 new members joined the loyalty programs in just two months since its launch.