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Robinsons Land

RMalls+

A mall app people keep opening.

We built RMalls+ for Robinsons Malls, and it launched in December 2021. By November 2023, its average active-user rate was well above the industry norm.

RMalls+ app for Robinsons Malls
Client
Robinsons Land Corporation
Industry
Retail & hospitality
Platform
Mobile app, built in Flutter
Launched
December 2021
The challenge

Competitors had a head start

Robinsons Malls had watched competitors pull ahead in digital mall experiences. Its new app had to earn a place on shoppers’ phones and stay there.

That meant value only the app could offer, the practical tools a mall visit needs, and reasons to open it again long after the first download.

  • Move fast Close the gap with competitors quickly.
  • Earn the download Offer value only the app has, like exclusive vouchers.
  • Keep shoppers active Give people reasons to come back after they install it.

How RMalls+ came together

We built the first release quickly, and our work with Robinsons Land grew after launch.

  1. 2021

    An MVP in six months

    We built the first release of RMalls+ for Robinsons Malls.

  2. Dec 2021

    RMalls+ launches

    The app went live for Robinsons Malls shoppers.

  3. 2022

    More apps for Robinsons Land

    The partnership grew to MyRLC Home for homeowners and the Robinsons Hotels & Resorts app. We built each in about five months.

What shoppers get in RMalls+

Deals, wayfinding and a few games, plus two virtual assistants.

  • App-exclusive vouchers

    Deals shoppers can only get in RMalls+.

  • Shop locator

    Find a store inside the mall.

  • Transportation directory

    How to get to and from the mall.

  • E-gift certificates

    Digital gift certificates in the app.

  • Games and raffles

    In-app games and raffles.

  • Movieworld booking

    Movieworld bookings without leaving the app.

  • Pet ID registration

    Pet owners can register a pet ID right in the app.

  • Robbie and Rosie

    Two virtual assistants that help shoppers.

Results

Downloads and active users

For a mall app, the number to watch is how many shoppers keep using it after they install it.

  • Downloads

    318,111 as of November 17, 2023.

Active users compared with the industry norm The RMalls+ average active-user rate as of November 2023, against the industry norm for 30-day retention.
RMalls+ average active-user rate About 10%
Industry norm, 30-day retention 3 to 4%

What Robinsons Malls says

“I like working with Whitecloak and would recommend them to anyone. Very pleasant and quick in delivering results.”
Lance GuiangBrand Manager, Robinsons Malls

Services and tech on the project

Tech used

  • Flutter
  • NodeJS
  • NestJS
Delivered in Agile Scrum.

In the news

Launch announcements for RMalls+ from Robinsons Malls and the press, plus the App Store listing.

Manila Bulletin Dec 16, 2021 Robinsons Malls elevates shopping experience with new RMalls+ mobile app RMalls+ launches as a free Robinsons Malls app with tenant, dining and hotel deals, early promo access, events, mall directories, eGifts and a 'Shop For Me' personal shopper. News mb.com.ph JG Summit Holdings Jan 27, 2022 Robinsons Malls Elevates Your Shopping Experience with the New RMalls+ Mobile App JG Summit's announcement mentions free parking vouchers for new users, along with early access to retailer and restaurant discounts, hotel savings, store directories and eGifts. Press release jgsummit.com.ph Robinsons Land Corporation 2022 RLC | 2022 Annual Report (Robinsons Malls) Robinsons Land's 2022 annual report on RMalls+, its app for mall information, exclusive offers and tenant deals. It also notes digital pet ID registration and in-app games. Press release robinsonsland.com Inquirer.net Jan 27, 2022 Robinsons Malls empowers shoppers with better & longer WiFi connectivity A mall WiFi announcement that also plugs RMalls+ and its exclusive deals, free on the App Store and Google Play. Press release business.inquirer.net PhilSTAR Life Dec 10, 2021 Robinsons Malls elevates your shopping experience with the new RMalls+ mobile app Deals, early promo access, store directories, eGift cards, personal shoppers and event updates, as announced at launch. Press release philstarlife.com Inquirer.net Dec 2021 Robinsons Malls elevates your shopping experience with the new RMalls+ mobile app A reprint of the launch release. This version also mentions games and movie tickets coming to the app. Press release business.inquirer.net Rappler Dec 2021 Robinsons Malls elevates your shopping experience with the new RMalls+ mobile app Sponsored release on the RMalls+ launch, listing tenant deals, events, a mall directory, gift cards and personal shopping. Press release rappler.com Apple App Store Live listing RMalls+ Robinsons Land's iOS listing for RMalls+: member-only vouchers, a mall and store directory, promo alerts, e-gift cards and games. App listing apps.apple.com

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