Trinity Leeds trials digital loyalty scheme
Land Securities is to trial a new customer loyalty scheme at its Trinity Leeds shopping centre as part of its Love Trinity Leeds app.
The app’s functionality has been extended to include tiered promotions and discounts tailored for individual shoppers. Higher and more frequent spend is also rewarded within Trinity Leeds itself with centre-wide rewards such as discounted parking and complementary gift cards.
The 62 retailers signed up to the trial include Adidas, Superdry, BHS, Coast, Holland & Barrett and Wagamama with more expected to join as the scheme gains momentum.
After signing up to receive marketing offers, customers gain access to the latest discounts and promotions from participating retailers, all of which are exclusive to the app. To redeem offers in store, shoppers are asked to share the barcode on the app at point of sale. As customers increase their use of the app, they begin to unlock new tiers of rewards – bronze, silver and gold – with the most frequent high-spenders accessing exclusive shopping benefits.
Amy Richardson, digital and CRM director at Land Securities, explained: “As a team we are focused on providing best-in-class retail and leisure destinations, and we can only achieve this by staying at the forefront of commercial digital innovation. We know shoppers at Trinity Leeds are already very digitally savvy, with thousands of mobile sessions taking place across the free Wi-Fi each month.
“We wanted to make the most of our shoppers’ digital mind-set and find a way to harness technology which would be truly beneficial to both them and our retailers. The Love Trinity Leeds app does both in abundance by giving retailers a new way to understand and engage their customers so they can retain a competitive edge, and by giving shoppers genuinely exclusive and relevant rewards.”
The six month trial is the latest step in Land Securities’ strategy to provide a seamless omni-channel experience. It follows the introduction of proximity-based beacon technology to the Trinity Leeds app in September which allows retailers to send personalised messages to shoppers when they are near their stores.
