Beaugrenelle used the month of November 2021 to boost its customer loyalty program through the use of the Coniq platform – resulting in the program’s best month since its launch.
Challenge
Beaugrenelle Paris, owned by Apsys, sought to use the month of November to grow their loyalty program, ‘MyBeaugrenelle.’ With specific objectives to drive member acquisition, retain existing members, and re-engage participating brands within the centre, the Beaugrenelle and Coniq teams put an action plan in place.
Solution
Apsys worked closely with the Coniq team to define a loyalty campaign strategy that would get them closer to their objectives. They then used the full suite of IQ Engage tools to implement this action plan through the month of November.
Initiative
• Brand competition: The Beaugrenelle team used Coniq analytics to decipher a weekly brand winner based on member sign-up rates. Each week, the best-performing brand received gifts from the shopping centre.
• Employee competition: The Beaugrenelle employees used Coniq to acquire members, with a gift card for each individual who reached their targets.
• Customer Rewards: For member acquisition and (re)activation, the centre team organised an early ‘Black Friday’ for its members, offering exclusive offers only to the loyalty program members the day before Black Friday.
↑x4.7
76%
↑94%
Business Results
The marketing campaign action plan drove November 2021 to be the best month in loyalty spend and loyalty member acquisition.
• The loyalty campaigns drove a 170% increase in active members vs. the previous month
• Transactions increased by 146% from October to November
• Retailer participation improved by 20% in one month. From 67% in October to 87% in November
Florence, Yves Rocher Assistant Manager: ‘The loyalty program attracts many customers and allows them to accumulate points quickly. The use of the scanners is easy and ludic.’
