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Cadillac Fairview expands loyalty program

Toronto-based Cadillac Fairview is preparing to expand its loyalty program called "Feel the Love" to four additional shopping centres. The program began in 2017 as a pilot project at CF Sherway Gardens in Toronto and CF Rideau Centre in Ottawa. The new locations have yet to be announced. Participants in the program receive special retail offers and in-mall experiences such as access to private lounges, a children's club and valet service, among others.

"We are committed to evolving the shopper experience and leading the industry with innovative experiences, services and products, but we know that this is a journey and it will be an iterative process relying on constant feedback and analysis," said Christine Poirier, loyalty director at Cadillac Fairview. "Over the course of the next few months CF will continue to look for unique partnerships with existing clients and new partners that will deliver exciting ways to build loyalty."

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