VIA Outlets has collaborated with Coniq, a marketing platform offering CRM and loyalty solutions for implementing the customers’ engagement and loyalty software and services. The partnership is a step to expand its position as Europe’s leading operator of premium outlet shopping destinations.
With the focus to deliver personalisation to the customers across different sales channels, the company selected Coniq and its IQ platform in 2017 and launched Fashion club.
Within 4 years, the company witnessed the average spent of members was increased by 35 per cent compared to the non-members.
Today, the fashion club has grown exponentially having over 400,000 active members across 9 countries and is supporting the VIA Outlets’ recovery from the COVID-19 lockdowns.
Moreover, the VIA Outlets have seen a significant business growth in the recent years including an increase of 8.4 per cent and 6.1 per cent in brand sales and footfall, respectively, in 2019.
This was possible due to the better understanding of customers’ behaviour and offering them personalised services.
Using the analytics from the platform, the brand was able to analyse trading patterns for planning better recovery strategies. The data helped them better plan reopening of centres, communication with the local community of shoppers with personalised engagement strategies based on individual preferences.
Furthermore, Coniq is planning to enhance its capabilities by expanding its real-time engagement platform empowering the VIA Outlets with market leading innovations like real-time location tracking, advanced segmentation, dynamic message content and enhanced customer-centric incentives to transform the shopping experience.