More than 60 retailers including Superdry, BHS and Coast have signed up to trial a new digital loyalty scheme at the Trinity Leeds shopping centre.
Love Trinity Leeds, which works through the Trinity Leeds iOS and Android mobile app, offers exclusive promotions and discounts tailored to the user both in stores and across the complex, and also aims to drive footfall and spending as well as collect data on shopping habits.
The tiered bronze, silver and gold rewards increase according to spending levels and frequency and can be redeemed by the shopper by sharing an on-screen barcode at the point of sale.
Retailers can view reports on customer behaviour including total and average spend and frequency of visits.
Land Securities digital and customer relationship management director Amy Richardson said: “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 mindset and find a way to harness technology which would be truly beneficial to both them and our retailers.
“The six-month trial is the latest step in Land Securities’ strategy towards a truly seamless omnichannel experience designed to help retailers trade as effectively as possible.”
Trinity Leeds Dorothy Perkins and Burton store manager Jemma Greenwood added: “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.”
In September, Land Securities added proximity-based beacon technology to the Leeds Trinity centre and app, allowing retailers to send messages to shoppers when near their store.
Land Securities worked with data marketing platform Coniq to develop the feature, informed by research from technology entrepreneurs network Founders Forum.