Case Study
Iulius Group
Project objective
It started 15 years ago with the first website for Iulius Mall Iași. Through websites, ad management systems, and the digital transformation of the pandemic era, the greatest challenge emerged:
"We want a loyalty app".
Case Study
Project objective
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Company
Cramele Cotnari
Company
Overview
The objective was to develop a system—IULIUS Fidelity that keeps the person engaged with the brand even after they leave the shopping center.
However, the most critical discovery during planning was defining who the client is.
The Paradox: Many companies consider themselves the client because they have information to show.
The Shift: We identified that the real client is the person visiting the mall, not the Iulius Group.
The Strategy: If you build for the end-user, they will install the app, keep it, and make it part of their experience.
Key points
- The REAL Client Focus: Pivoting the development strategy from "corporate display" to "user-centric utility" to ensure high retention.
- Integrated Parking Ecosystem: Consolidating multiple parking tech suppliers into a single, streamlined payment interface within the app.
- Smart Cashback Engine: A robust, fraud-resistant system that rewards loyalty while protecting marketing budgets.
- Digital Engagement: Keeping users connected to brands, news, and events long after they leave the physical location
Challenges
In the planning stage of the Fidelity app, we faced a common corporate trap: companies often build apps for themselves, focusing on what they want to show.
For Iulius Group, the challenge was to shift the mindset. An app is not just a digital flyer; it’s a series of connected services that must offer results to the person walking through the mall.
The Integration Nightmare
Iulius Group operates at a national scale, using different parking technology suppliers and different management systems across various cities (Iași, Cluj, Timișoara, Suceava).
The Problem: Each location had its own tech language.The Challenge: How do you create a seamless, identical user experience when the backend is a fragmented puzzle of different hardware and software providers?
The Trust vs. Fraud Balance
Implementing a cashback system at this scale is a high-risk move. We had to architect a solution that was simple enough for a non-tech shopper to use, yet robust enough to prevent fraud and avoid drowning the Iulius support team in manual verification tasks.
The Stakes: In a scale-up environment, you don't just need an app; you need a system that must offer results while handling thousands of concurrent transactions without a glitch.
Strategy
Our strategy centered on a fundamental discovery: the real client isn't the Iulius marketing team, but the visitor.
By leveraging 15 years of mutual trust, we guided the project toward a "User-First" philosophy.
Strategic Pillars: Value-First Approach: Ensuring the user has a reason to install, keep, and regularly use the app.
Process Connectivity: Linking physical mall services (like parking) with digital convenience.
Engagement Beyond Location: Keeping people connected to the brand even after they leave the mall.
Plan of action
Engineering Convenience: We focused on two "Hit Features" to drive massive adoption and eliminate physical friction:
Mobile Parking Integration: We integrated different parking tech suppliers into one streamlined interface.
Users pay the fee directly from the app, eliminating the need for payment machines or exit barrier delays.
The Smart Cashback Engine: We built a simple yet robust cashback feature that avoids fraud and support-team overload.
Marketing Command Center: A backend system for the marketing team to manage news feeds, ads, and national events seamlessly.
Results
A Legacy of Digital Success The result of this 15-year alliance is more than just an app; it’s a new standard for retail loyalty.
The Parking Hit Solving a major pain point made the app a permanent tool on users' phones.
Strategic Maturity: By identifying the Real Client early on, we ensured the product provides genuine value before focusing on sales components.
Operational Excellence: The platform now supports national-scale marketing efforts with zero technical friction.
The Bottom Line: We proved that in digital transformation, the planning stage is key.
Understand your real user, solve their problems (like "How much is parking?"), and loyalty will follow.
Have an idea?
Let’s get it done right!
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I have met Code932 team many years ago when I was in great need of 3D renders for a future IMC project. They delivered unexpectedly fast and unexpectedly well. At that time they foresaw that the budgets would move online, the applications trend had started and also the evolution of Facebook. The things they were saying used to come true in 2 or 3 months, it was already visible on the market of the industry.
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