Carmila

Success Story: Carmila

How to optimise drive to store and the customer experience through gamification

A leader in shopping centres across France, Spain and Italy, Carmila has set itself a mission: to turn its sites into must visit places to live and shop. To achieve this, the company relies on an innovative engagement and loyalty strategy, combining a unique customer experience with in depth visitor insight. Here's a look back at the keys to this success with Qualifio.

The client

With 251 shopping centres across 3 countries, Carmila is a major player in European retail. Its goal is clear: attract ever more visitors, give them memorable experiences, and turn them into regular customers of its retailers.

To achieve this, Carmila has relied on the Qualifio platform for 2 years, a strategic partner that lets it collect valuable data on its visitors while offering them interactive, personalised activities.

The context

Faced with the rise of e-commerce, shopping centres need to reinvent themselves to stay attractive. Carmila understood this well and is betting on a phygital approach to build connections with its visitors.

With Qualifio, the company rolls out numerous interactive campaigns in its centres and across its digital channels: contests, quizzes, special promotions and more. The goal is to capture attention, drive foot traffic in store, and enrich customer insight.

The solution

Carmila draws on Qualifio's features to design original, engaging campaigns around key commercial moments:

• A digital advent calendar to build anticipation ahead of Christmas
• A "Summer of Champions" campaign blending an online game with on site sports activities
• A contest run in partnership with Gulli to attract families

These initiatives give visitors brand new experiences while collecting valuable data: contact details, interests, satisfaction levels and more. Carmila then uses this information to refine its marketing strategy.

The results

In 2022, Qualifio campaigns helped Carmila make a real difference:

• +20% foot traffic in shopping centres compared to 2021
• +24 point increase in NPS on customer satisfaction versus previous campaigns
• 171,000 unique participants in the contests
• 89% of profiles collected were new
• Sharper customer insight thanks to tailored segmentation

Building on these results, Carmila plans to keep pursuing this path to turn its centres into must visit shopping and lifestyle destinations. Data and engagement will remain at the heart of its strategy more than ever.

Watch their Success Story on video

Featuring Hélène Czarnecki, CRM & Data Marketing Project Manager at Carmila, who shared her experience with Qualifio at Activation Day 2025, in a session titled "Optimising drive to store and the customer experience through gamification."

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