Skip the lines at the mall

Cadillac Fairview (CF) has announced the launch of the CF Guest List beta, a web-based line management tool which allows the CF shopping community to pre-plan their trip to the mall or better navigate store visits when in-property.  With the ability to join a virtual queue while shopping at a CF property, pre-book a time slot to visit specific stores before arriving at property, or easily arrange curbside order pickups, the CF Guest List beta is a true example of adaptive innovation delivering on new COVID-19 consumer needs. Retail partner Pandora  is allowing shoppers to pre book visits at CF Toronto Eaton Centre  or join a virtual queue on the spot, with a commitment of seven more CF locations available for the service by mid-September.

With all provinces across Canada now focused on recovery, CF is collaborating closely with its retail partners to identify solutions that tackle the new norms of shopping. From improved wayfinding, sanitation stations, and increased cleaning routines, to retailer specific needs such as line management, curbside pick up and mobile based retail promotions, CF is focused on ensuring clients and shoppers reconnect, while also feeling safe and comfortable in-property.

“Our number one goal and focus is to create a safe, clean environment for valued guests,” said Sal Iacono. Executive Vice President, Operations, 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.”

Sourced and implemented by Ravel by CF on behalf of retailers, the CF Guest List beta puts the focus on helping guests get the most out of their shopping journey.  Guests have two ways to plan their trip and avoid waiting in physical lines:

  1. Join a store queue in real time – Participating retail partners will display QR codes, SMS ‘store codes’ on signs and floor decals prominently at the front of each store location. Shoppers can enter their phone number to join a virtual queue and be notified  when it’s their turn to shop. Or,
  2. Book a store visit in advance – By visiting, shoppers can choose their mall location to view participating stores, available activities and services. Guests can then select both a date and time to visit through an online booking form, allowing them to skip the line.

“These are critical times for retailers and as a good partner, CF is focused on innovation to deliver creative solutions that elevate any in-mall visit,” said Jose Ribau, Executive Vice President, Digital & Innovation, Cadillac Fairview. “By helping our retailers focus on service-oriented customer experiences, we can help them meet new consumer expectations and provide solutions to the very real issues of today’s shopping experience.”

“We’re thrilled to be the first CF partner to participate in the CF Guest List beta,” said Lorelei Lane, Vice President, Sales, Canada Pandora Jewelry. “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. With CF Guest List beta, customers are able to pre-book a time and a service that works for them and avoid having to wait in line. At Pandora we’re adjusting and navigating to the new norms of shopping.

The CF Guest List beta can also be used by shoppers in property to access CF Guest Services to offer a more efficient way to purchase gift cards and participate in CF promotions. Guests will be able to try the service out first at CF Markville beginning this week.

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