Coniq have been working with Compagnie de Phalsbourg for some time now on their loyalty strategy and last night saw the opening of the latest centre in their portfolio: The Village, Lyon. For those of you that haven’t yet been, here are some themes from the inauguration of their exciting new outlet.
- It’s Bold: With CEO Philippe Journo at the helm, you would expect nothing less than bold architecture and The Village doesn’t disappoint. The triangular roofs give a nod to its location at the gateway to the alps and definitely make it feel different, but what is really clever is that the outlet nestles into its surroundings, so it feels well established from day one.
- It’s digital: The fabulous, high resolution, curved pillar screens and the large screens showing fashion shows really work, as does the wayfinding delivered in collaboration with Nearbuy. It’s also integrated – the screens will facilitate loyalty sign-up and future development plans include marketplace integration and a host of new initiatives.
- It’s digital… and experiential: The light show around the man-made central lake started as one might expect, but the showstopper was when the fountains created a screen of mist that was then used as backdrop for a projected fashion catwalk – excellently delivered and with brand promotion within, I hope they develop further shows as I could envisage people signing up to attend.
- It understands Loyalty: The loyalty programme has been designed into the scheme from day one – VIP lounges, hands-free shopping, exclusive benefits and a clear loyalty strategy that is supported by scanners at every till to build up a strong customer database. With millions of British skiing families passing every year, a powerful database will be a key tool in establishing itself into the routine of holidaymakers, to complement the affluent catchment the centre serves week in week out.
- It’s different: The leasing mix is refreshingly different, the leasing teams have complemented staple favourites, such as Ralph Lauren, Ted Baker and Timberland, with many firsts and also many French brands – Harper Dennis Hobbs, The Outlet Retail Group have all delivered, working with Yestin Roberts.
Congratulations to Philipp Journo, Ali Nasser, Yestin Roberts and the team of architects, leasing agencies and digital agencies that collaborated on the project.