A computerized frequent shopper reward system called Shoptech 2000 has won a Maxi Award for marketing for a shopping centre in a small b.c. town.

The Willowbrook Shopping Centre in Langley faced stiff competition.

There were 545 international entries competing for 32 Maxis.

The Maxis, which are awarded by the International Council of Shopping Centres, are for excellence in all aspects of shopping mall operation.

Klein Electronic & Software Engineering in Langley created Shoptech 2000. The system runs off personal computers.

Until recently, mainframe computers were needed to run customer reward programs.

Using Willowbrook’s Just Rewards program, shoppers accumulate points on purchases from the mall’s 150 tenants.

These can then be redeemed for gifts and discounts and can win prizes.

John Gordon, Willowbrook’s general manager, says using the database created by the Just Rewards program, merchants say targetted direct mail responses have shot up.

One reported a 40% response rate, and another reported a 90% response.