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Land Securities launches new digital loyalty scheme at Trinity Leeds

Press release

20 January 2015: Land Securities has announced the trial of an innovative new customer loyalty scheme at Trinity Leeds, the UK’s most digitally enabled retail and leisure destination.

Love Trinity Leeds is the latest digital proposition from Land Securities, which sees the existing app’s functionality extended to include a unique new loyalty programme.

Designed to directly drive profitable footfall for retailers, the updated app features tiered promotions and discounts which are tailored for individual consumers. Higher and more frequent spend is also rewarded within Trinity Leeds as a whole, with centre-wide treats including discounted parking and complementary gift cards.

The technology behind the digital loyalty scheme has been developed by Coniq, the loyalty and marketing platform providers, to help Land Securities better understand its customers, and their shopping behaviour. The scheme has been informed by research from leading technology entrepreneurs Founders Forum. 

An unprecedented number of retailers have signed up to the trial, with Adidas, Superdry, BHS, Coast, Holland & Barrett and Wagamama among the 62 already on board and more set to take up the benefit as the scheme gains momentum.

How it works

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 must simply share the barcode on the app at point of sale. Then, as customers use the app more and more, they begin to unlock new tiers of rewards – bronze, silver and gold – with the most frequent high-spenders accessing exclusive shopping benefits.

The app allows retailers to view customers’ behaviour throughout the whole shopping journey, from the first click on an offer to the final amount spent in store. These insights allow brands to tailor the benefits available to shoppers, whether it’s to attract back existing shoppers or recruit new ones, ultimately driving up frequency of visits and average spend.

Amy Richardson, Digital and CRM Director at Land Securities commented:

“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 towards a truly seamless omni-channel experience designed to help retailers trade as effectively as possible. 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.

Jemma Greenwood, Store Manager at Dorothy Perkins and Burton, Trinity Leeds added:

"When we first heard about the scheme we didn’t want to miss out. This loyalty scheme is so different to anything else I have seen, and a great new way of communicating with our customers. It’s a really quick and easy way to let people know the benefits of coming to shop with us.  As it’s so unique, I also think it makes for quite a fun shopping experience. From our perspective, getting involved has been effortless, and the technology used to award points takes moments to learn. We can’t wait to get started and view the initial reports around customer behaviour.”

The app is compatible with Android and iOS mobile phones and is available now to download for free from the Apple App Store and Google Play. Simply search ‘Trinity Leeds’ to download and install.

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For more information about the new Love Trinity Leeds app or for any interviews and imagery, please contact Sarah Waterson at Blue Rubicon on 020 7260 2700 or email Sarah.Waterson@bluerubicon.com

 

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