Julian Morbidelli

Director of Digital Growth and Loyalty

Julian Morbidelli is Director of Digital Growth and Loyalty at Cenomi, the Saudi group operating shopping destinations and retail franchises. His remit is the digital layer over a physical estate: the app and its role in the visit, the loyalty programme and how points and tiers change behaviour, customer data and segmentation, and growth campaigns measured against footfall and spend rather than against clicks. Loyalty in a mall context is a harder measurement problem than in a single retailer, since the operator sees the visit but often not the basket, and closing that gap is what makes the programme commercially useful to tenants.