Ancar Expands Its Investment in Innovation and Launches the aMais Rewards Program to Engage Customers and Drive Business Growth

Consumer behavior is evolving. New technologies and growing demand for personalized experiences require a new approach to customer engagement. In response to this changing landscape, Ancar has launched aMais, an innovative rewards program that combines customer loyalty with gamification, transforming the shopping journey into an engaging and immersive experience unlike any other in Brazil’s shopping center industry.

The initiative is part of Ancar’s broader investment in innovation, which also includes the development of digital products and the creation of outdoor leisure, entertainment, and dining spaces designed to enrich the customer experience across its shopping centers.

Through aMais, customers earn points by completing challenges that can be redeemed for instant rewards, exclusive experiences, and special discounts. The program goes beyond rewarding purchases by recognizing meaningful interactions, such as attending events, using shopping center services, engaging with promotional campaigns, and adopting sustainable practices, including recycling materials at participating shopping centers.

The program is currently available at Botafogo Praia Shopping, Shopping Nova América, Parque das Bandeiras, Golden Square Shopping, North Shopping Fortaleza, and North Shopping Jóquei, with additional shopping centers joining the platform throughout the year.

"aMais represents a strategic leap in how we engage with our customers. It is a dynamic program that recognizes and rewards behaviors aligned with our values—participation, loyalty, experience, and sustainability. Rather than simply rewarding purchases, we reward meaningful engagement with our ecosystem," says Cecília Ligiéro, Marketing, Sales and Innovation Director at Ancar.

The program’s monthly challenge boards and missions create a highly engaging, personalized experience inspired by digital gaming mechanics. Participants can complete activities such as:

• Attending cultural and children's events
• Recycling materials at the shopping center
• Using shopping center services
• Registering purchase receipts
• Visiting participating stores

Points earned can be redeemed for gifts, exclusive experiences, and discounts at participating retailers, driving qualified foot traffic while strengthening the relationship between consumers and retailers.

"We are building an ecosystem that connects data, behavior, and emotion. Every completed challenge gives us a deeper understanding of our customers while creating rewarding and memorable experiences. The customer journey becomes one of shared value for both consumers and retailers," adds Cecília Ligiéro.

As customer expectations continue to evolve, retail success depends on delivering more than convenience—it requires purpose, entertainment, and meaningful connections. The aMais Rewards Program embodies this long-term strategy, strengthening customer loyalty while positioning Ancar as a leader in innovation and transformation within Brazil’s shopping center industry.