Coniq launches The Broadway Bradford loyalty program
The largest retail development to open in the UK this year, The Broadway Bradford shopping centre, managed by Westfield, and owned by Meyer Bergman, has launched a new shopper loyalty program. The program is called Broadway Rewards and is developed by customer engagement technology specialists Coniq, to provide customers with access to offers and rewards from participating retailers and restaurants across the shopping centre.
The program was developed to provide the marketing team with a better understanding of their customers, delivering a stronger customer experience through customer segmentation and customer insight. It can be accessed by customers via the centre’s free app or the Broadway Rewards card which uses a unique customer code. As customers use the program they unlock new tiers of rewards – first the starter tier, then the premium tier, as well as additional secret rewards only accessible to those customers who continue to transact beyond the premium tier. Customers can earn points by presenting their unique code every time they buy from participating retailers. Over 70% of stores had already signed up to the program at the time of launch, including the centre’s anchor brands, Marks & Spencer, Debenhams, Superdry, and River Island. As participating retailers, they will be provided with regular performance reports, allowing them to fine-tune their offers and rewards, as well as benchmark themselves anonymously against other participating retailers within the program.
All shoppers signing up to the program between now and 31st December 2015 will be entered into a prize draw to win a trip to Broadway, NYC, the iconic shopping and theatre area in the heart of Manhattan. By downloading the app and registering to the Broadway Rewards program, customers will have a chance to win.
Ellen Lewis, Vice President of Retail Marketing at Meyer Bergman said: ‘The Broadway Rewards program allows us to build a direct relationship with our customers, deliver a stronger customer experience, and reward them for their loyalty. Coniq’s platform also provides us with a great way of engaging with our tenants and helping them create truly personalised marketing, which in turn will bring increased footfall and increased sales to The Broadway Bradford.’
Ben Chesser, CEO of Coniq, said: “We are delighted to be working with Meyer Bergman and Westfield, to help them understand their customers better, and increase customer visits. Coniq’s loyalty platform provides the centre with the ability to manage many different retailer offers from a centralized location. Our redemption technology is inclusive to any kind of store, no matter what kind of PoS technology they have.”
Coniq has launched customer engagement programs for 20+ shopping centres across Europe, and is a market leader in providing Shopping Centres, Retailers and Business Improvement Districts (BIDs) with data-driven marketing tools to launch user-friendly loyalty schemes.
Coniq are specialists in loyalty and customer engagement for Shopping Centres, Retail, BIDs and Hospitality. Coniq’s proprietary data-driven marketing and loyalty platform allows for multi-tenant redemption, making loyalty seamless across multiple POS environments.
Supported and managed by Coniq’s customer and tenant engagement teams, the Coniq platform provides multi-channel marketing, data analysis and reporting across online and offline campaigns.
Founded by entrepreneur Ben Chesser, Coniq works with 20+ shopping centres, over 650 retail and hospitality brands, and many town centres. Coniq’s shopping centre clients include Land Securities, Value Retail, Capco and Hammerson.
About Meyer Bergman:
Meyer Bergman is a privately held real estate investment management firm headquartered in London. It advises three closed-ended, value-add real estate funds with a total of approximately €3 billion of assets on behalf of global institutional investors, which include leading pension funds, endowments and asset managers. Meyer Bergman targets land or under-managed or under-utilised properties across major markets in Europe, typically in off-market transactions sourced through its extensive network. Its experienced team manages these assets actively to deliver attractive returns to its investors.
Westfield Corporation (ASX Code: WFD) is an internally managed, vertically integrated, shopping centre group undertaking ownership, development, design, construction, funds/asset management, property management, leasing and marketing activities and employing approximately 2,000 staff worldwide. Westfield Corporation has interests in 40 shopping centres in the United States, and the United Kingdom, encompassing approximately 7,400 retail outlets and total assets under management of $29.3bn.
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