Broadway builds loyalty

Published:  26 November, 2015

Coniq launches new digital loyalty programme for The Broadway, Bradford

Customer engagement technology specialist Coniq has launched Broadway Rewards, a new shopper loyalty programme for Meyer Bergman’s Broadway Bradford shopping centre.

The programme 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 programme 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 per cent of stores had already signed up to the programme 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 programme.

Ellen Lewis, vice president of retail marketing at Meyer Bergman, said: “The Broadway Rewards programme 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.”

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