How Loyalty Strategy Drove Standout Performance Across Coniq’s Global Network
Black Friday 2025 delivered powerful momentum across many destinations in the Coniq network, with one theme shining through above all else: loyalty activation was the differentiator. Destinations that prioritised member engagement, extended campaign windows, and promotional planning saw the most impressive growth across all major KPIs.
This year also highlighted a broader retail dynamic. Globally, all regions saw a noticeable boost on Black Friday and in the week leading up to it, but in many markets the uplift was significantly stronger and lasted longer than what we typically see in North America. This isn’t just about campaign execution- it reflects the growing need to invest in delivering the best possible shopper experience, both in-centre and through the digital tools that support the customer journey.
The key message is that customer experience and in-mall strategy truly make a difference. Those that leaned into the Black Friday momentum and elevated the on-site experience delivered the biggest increases in transactions, sales value, and shopper engagement.
A Big Picture Summary
Across our network, we observed:
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Double- and triple-digit gains where loyalty was heavily promoted
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Strong performance in destinations using extended promotional windows
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Significant uplift when Cyber Monday was included in the strategy
Destination A: Exceptional Growth Through Early Activation
One destination launched its Black Friday promotions across the full week leading into the event, and the impact was extraordinary:
- Shoppers: +160%
- Sales Value: +595%
- Transactions: +371%
Their success shows how extended visibility, steady communication, and loyalty-focused incentives can dramatically shift shopper behaviour. This year’s data shows that retail destinations thriving today are the ones leaning into data-driven engagement, not just discounts.
Destination B: Reliable, Healthy YoY Increases
Another location continued its trajectory of steady, predictable growth with strong year-on-year improvements:
- New loyalty members: +19%
- Shoppers: +5.6%
- Transactions: +8%
- Sales Value: +15%
This reinforces how a well-nurtured programme can outperform even without major campaign changes.
Destination C: A Standout Weekend With Strong Cyber Monday Performance
A third destination achieved broad-based growth across both Black Friday itself and the surrounding weekend:
- Black Friday: +16% transactions, +16% sales value
- Top-performing site: +47% transactions, +49% sales value
- Full weekend (incl. Cyber Monday): +23% transactions and sales value
Well-coordinated promotional calendars and strong brand participation were key drivers.
Destination D: Weekly Campaign Outperforms Single-Day Results
Although the single Black Friday day was less active, this destination’s full-week campaign delivered great improvements:
- Shoppers: +12%
- Transactions: +21%
- Sales Value: +16%
Even brand-level insights were encouraging; one participating retailer, for example, saw a 250% jump in loyalty transactions, signalling strong member engagement.
What Can These Markets Learn From Europe’s Success?
1. Start earlier.
European centres that communicated promotions well before Black Friday saw the biggest lifts.
2. Make loyalty central, not optional.
Destinations with the strongest growth positioned loyalty at the heart of the shopper journey.
3. Extend campaigns beyond a single day.
Weekend-long and week-long strategies consistently outperformed single-day pushes.
4. Focus on in-mall visibility.
The importance of on-site communication remains clear; let your shoppers know what you have planned and how they can get involved!
5. Drive emotional engagement, not just transactions.
Rewards, perks, and exclusive access outperform pure discounting, especially when online retailers dominate price competition.
What We Learned: Black Friday Round Up
As e-commerce continues to reshape shopper expectations globally, loyalty gives retail destinations the ability to:
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Understand customers more deeply
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Target offers more intelligently
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Create personalised value beyond price
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Build repeat visitation
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Drive incremental revenue with precision
As we look ahead to the holiday season and 2026 planning, one message is clear:
Destinations that leverage loyalty strategically aren’t just competing, they’re winning.
