Cenomi Centers has launched Cenomi Plus as a digital loyalty platform aimed at turning mall visits into a connected rewards, services and discovery experience across its Saudi lifestyle destinations.The platform allows shoppers to earn points across all stores in Cenomi malls, access immediate in-mall benefits and unlock offers spanning dining, entertainment, travel, hospitality and lifestyle. The launch marks a wider shift by the Riyadh-based mall operator from conventional loyalty mechanics towards an ecosystem that combines rewards, navigation, events, tenant promotions and personalised benefits within a single digital channel.
Cenomi Plus has been positioned as the successor to the company’s earlier rewards programme, with customer accounts being moved into the upgraded platform. Members receive benefits from the point of joining, including offers linked to partners such as Muvi Cinemas and Sala Entertainment, as well as convenience-led services including parking and valet access. Tier-based benefits expand as customers increase engagement, giving the company a tool to deepen repeat visits and gather more precise insight into consumer behaviour across its portfolio.
The platform’s rollout follows a phased debut that began in June 2025. Within its first six months, Cenomi Plus surpassed 1.5 million downloads and reached the top lifestyle ranking on Apple and Android app stores in the region. A nationwide in-mall activation throughout May is intended to bring the product directly to shoppers across Cenomi’s destinations and drive wider adoption among customers who may still see loyalty programmes mainly as points-and-discounts tools.
Alison Rehill-Erguven, chief executive of Cenomi Centers, said the platform represents “a step change” in how the company connects with customers, bringing destinations, tenants and experiences into one ecosystem. Julian Morbidelli, director of digital growth and loyalty, described it as a multi-layered platform combining loyalty, digital utility and discovery.
The move comes as Saudi retail is being reshaped by three parallel forces: rising consumer spending, faster digital payment adoption and growing demand for experience-led destinations. Electronic payments accounted for 85 per cent of retail payment transactions by individuals in 2025, up from 79 per cent in 2024, reflecting how quickly shoppers have moved towards app-based and cashless interactions. That shift has made loyalty platforms more valuable for mall operators, retailers and entertainment tenants seeking direct digital engagement with customers.
Cenomi Centers holds one of the strongest mall portfolios in Saudi Arabia, with about 20 assets, more than 4,250 stores and over 1.3 million square metres of gross leasable area across nine major cities. Its assets include Mall of Arabia Jeddah, Nakheel Mall Riyadh and other high-footfall lifestyle destinations that serve as anchors for fashion, food and beverage, entertainment and family leisure.
The company has also been investing in its flagship pipeline, including major Westfield-branded destinations in Riyadh and Jeddah. These projects are expected to lift competition in the kingdom’s mall sector, where operators are moving beyond retail leasing towards destination management, data-led marketing and stronger tenant collaboration. Cenomi Plus fits into that strategy by giving the company a direct customer interface that can support promotions, events, digital maps and targeted rewards across the portfolio.
The loyalty push also builds on Cenomi Centers’ earlier partnership with Visa, which was designed to upgrade consumer payment solutions and support co-branded cards. That collaboration signalled the company’s intention to link retail rewards more closely with payment behaviour, a model already used by major global mall operators and credit-card networks to increase frequency, basket size and merchant participation.
Saudi Arabia’s retail landscape is becoming more competitive as mall developers, entertainment operators, cinema chains, restaurant groups and global brands expand in Riyadh, Jeddah, Dammam and other cities. The kingdom’s young population, tourism targets and major events calendar are increasing demand for mixed-use destinations where shopping is only one part of the visit.
For tenants, Cenomi Plus could offer a broader marketing channel inside malls, particularly if the platform helps brands push offers based on location, preferences and spending patterns. For customers, the value will depend on the breadth of participating stores, the ease of earning and redeeming points, and whether benefits feel meaningful beyond launch promotions.
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