Mall of America® (MOA®) has long been a hub for shopping, entertainment, and community connection since opening its doors over 30 years ago. As a trailblazer in the space, they have been one of the first to integrate a wellness program alongside their popular MOA Insiders® loyalty program.

The Mall of America® Wellness Program, a rebrand of its long-running MallStars mall-walking initiative, is redefining how loyalty programs intersect with health, lifestyle, and community. By joining this initiative into its MOA Insiders® program and app and leveraging Coniq’s booster technology, MOA is setting a new standard for loyalty-driven wellness engagement.

Use data insights to empower tenants and drive measurable business growth.

Deliver high-value shopping experiences or “love moments” to strengthen guest relationships.

Develop an exciting membership program that serves guests with exclusive benefits.

The Mission

Mall of America sought to evolve its legacy mall walking program into something broader, more inclusive, and digitally connected.

Key challenges included:

Technology & Accessibility: Moving away from manual systems and introducing digital check-ins to reduce friction among legacy participants.
Fraud Prevention: Testing user flows to prevent gaming the system and ensure fairness across the program.
Integration: Ensuring the new program worked seamlessly with MOA Insiders®, Mall of America’s existing loyalty program
Community Engagement: Expanding beyond walking to create a holistic wellness community that fosters connection, exclusive benefits, and event participation.

The Solution

The path toward launching the wellness initiative was made possible by leveraging two key pieces of Coniq development and functionality:

A new white-label app powered by Flutter - A wider migration to Flutter earlier this year unlocked faster app performance, guest mode, mapping, and enhanced customer journeys, which improved the overall experience for MOA Insiders® and guests.
Boosters: Allowed for seamless rewards delivery for premium benefits, birthday rewards, and wellness milestones.

Through the migration and adoption of these features, MOA was able to build out the Wellness initiative focused on fostering community and engagement through wellness, featuring:

Rewarding Daily Check-Ins: 50 points per visit. Points can be used to redeem offers in the existing MOA Insiders® loyalty program
Event Programming: Priority access to quarterly wellness events, including Global Wellness Day and other celebrations.
Community Building: Wellness challenges, a dedicated Wellness newsletter, and exclusive offers for Wellness participants.

This transformation wasn’t just about digitization; it was about community building, aligning wellness with loyalty to create a richer member experience.

Results

The early results of the initiative speak volumes:

Exceeded Sign-Up Goal by 64%
High Engagement Rate: Nearly half of participants (43%) logged a daily check-in.
Strong Transaction Behavior: A strong wellness community can lead to increased spending. In fact, 70% of wellness program members made purchases within the mall. This shows that creating a community of shoppers with similar interests is a powerful way to drive revenue.
Cross-Sell Success: Over one-third of wellness members also pay for MOA Insiders®, boosting premium adoption.
Community Reach: 92% of total sign-ups were from those outside of the MOA employee ecosystem, showcasing the wider community adoption.
Financial Impact: Increased frequency of visits and sustained uplift in transaction value per member.

Looking Ahead

With the foundation laid, MOA is continuing to push boundaries in this space:

Group Goals – group-based challenges to foster teamwork and collaboration.
Expanded Sponsorships – creating new revenue opportunities within the app.
Deeper Coniq Integration – further personalization and streamlined reward delivery.

By blending loyalty with lifestyle, Mall of America has created a successful, scalable model for community-driven wellness. The MOA Wellness Program goes beyond simple discounts, using its loyalty program to foster deeper engagement, build a sense of community, and promote healthy habits. This strategy has not only helped them surpass their initial goals but has also proven that linking lifestyle experiences with loyalty ecosystems can boost foot traffic and spending, laying the groundwork for sustained growth.