How gift cards became a strategic advantage of the Arena Center

A little less than a year ago, Arena Centar in Zagreb switched from a gift card solution to the digitalized SmartGifty solution. At Arena Centar, it has become a smart, data-driven tool for attracting new visitors. We spoke with them about the importance of digital solutions in early July.

1. Many people still see gift cards simply as a convenient present - but you've taken it a step further. What motivated your team to recognize digital gift cards as a strategic tool for attracting new customers and gathering valuable insights into shopping habits?

Our strategy has always involved thinking several steps ahead. Back in 2013, we made a market shift by introducing gift cards instead of the traditional paper vouchers - at the time, this represented a more premium and modern service. Today, we continue in that direction, focusing on connecting physical and digital experiences, with a strong emphasis on technology and personalization.

In 2022, we started to explore solutions of implementing digital gift card. Our aim was to enhance an already successful system and take a further step in creating a simpler, faster, and more tailored user experience.

Trends show strong growth in digital payments:

In collaboration with SmartGifty, we implemented a new gift card system last year. It not only upgraded the existing platform but also ensured a smooth transition for users. Enabling a seamless card replacement process and maintaining the user experience was our top priority - even though a certain level of adaptation is inevitable when introducing new systems, our goal was to make it as easy as possible.

With the new platform, physical cards can now be stored in a digital wallet and are made from biodegradable material, further reinforcing our sustainability efforts - especially through the digital version of the card.

2. Since implementing new gift card program in your center, how have digital gift cards changed your approach to customer engagement and retail promotions? Do you have an example of a campaign that performed better thanks to the new system?

The introduction of the new gift card system has improved both our operational and customer processes. The platform is very intuitive to use, allowing our staff to sell cards quickly and easily without causing delays for visitors. This speeds up customer flow and ultimately has a positive impact on sales performance.

For customers, the new gift card program offers transparency - they can easily check their card balance online, and storing the card in a mobile wallet ensures it's always accessible.

The system also provides us with clearer insights into sales statistics and user behavior, opening the door to well-timed, targeted promotions. For example, during the holiday season and Valentine's Day, gift cards were part of a broader integrated campaign that included promotions via our Arena Spot app, social media, and in-center activations - resulting in a noticeable increase in the number of cards issued.

4. How are you using this technology not just to modernize but also to redefine what shopping center experience means in today's digital-first world?

The digital gift card is not just a tech upgrade - it's a tool we use to actively shape the modern shopping experience. In an era where seamless customer experience is expected, our goal is to connect physical visits with digital benefits.

By linking gift cards with content in the Arena Spot app - such as gamification and reward systems - we are building a platform that recognizes customer needs and responds to them in real time.

Shopping in a center is no longer just about transactions - it's primarily about the experience. Our next major step is to enable the purchase of digital gift cards directly within the Arena Spot mobile app, further integrating the user journey into a personalized digital environment.

5. Looking ahead - Can we expect deeper integration with loyalty apps, mobile wallets, or even AI-powered personalized shopping?

At Arena Centar, we always aim to stay several steps ahead. Innovation is a core part of our strategy, and we are proud to have been the first shopping center in Croatia to launch a mobile app that also features integrated indoor navigation.

We continuously work on improvements across the center, with a strong focus on technological innovation and sustainable solutions.

We already see tools like digital gift cards as a foundation that can be expanded through additional digital services - especially through deeper integration with our Arena Spot app, which today already offers a rewards system and gamification features. Development in this area is actively underway.

In the long term, our vision is for the digital gift card to become much more than a payment method - we want it to serve as the key to a seamless, personalised, and engaging customer experience throughout the entire shopping centre.

Arena Centar invites you to discover how everything is designed to make your shopping simpler, faster, and more enjoyable.