London Designer Outlet develops data-driven loyalty program

London Designer Outlet has selected Coniq to develop a new customer engagement and loyalty platform.

Opened in 2013 as the capital’s first outlet centre, just next to Wembley Stadium, the location attracts more than seven million visitors a year.

Its marketing, retail and leasing teams will now use the suite of tools included in Coniq’s IQ Total Customer Engagement Platform to learn more about the shopping preferences and behaviours of their guests. This insight will be used to design and deliver personalised customer experiences that increase visits, dwell time and sales for brands.

Sue Shepherd, general manager at London Designer Outlet, said: “London Designer Outlet’s success as a business is reliant on making our guests feel valued, so it’s paramount that we embrace the best customer engagement and loyalty platform in the industry to deliver the personalised shopping experience our members expect when they visit.”

The brand is in the process of deploying Coniq’s platform across its 50 designer brands and 20 restaurants, bars and cafes before expanding to the rest of parent company Quintain’s retail and leisure destinations at Wembley Park.

Its marketing team will collect, analyse and use customer data to segment guests based on attributes such as customer demographics, behaviour including in-store transactions, real-time geolocation, visit frequency and customer lifetime value. This will allow them to send personalised offers and content in real-time both in-store and via the mobile app, website, social channels and email.

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