London Designer Outlet Achieves Year-on-Year Growth with VIP Week Event
Driving Loyalty, Revenue, and Retail Success Through Exclusive Customer Experiences
The London Designer Outlet (LDO), situated in London’s iconic Wembley Park, stands as a flagship destination within Multi Realm’s dynamic retail property portfolio. Renowned for its diverse selection of designer and high-street brands, LDO offers shoppers discounts of up to 70%. Beyond retail, it features a variety of dining and entertainment options, making it a comprehensive shopping, leisure, and enjoyment hub.
Objectives
London Designer Outlet, set out to elevate its loyalty program, One Wembley Park by executing a high-impact, week-long VIP campaign designed to:
- Expand the loyalty program’s membership base
- Engage existing members more deeply
- Drive spending across the center’s retail and F&B offerings
The strategy included introducing 37 exclusive app-based offers, such as 20% discounts, money off meals, and two-for-one deals. These offers, supported by center-wide promotions, email campaigns, and app notifications, aimed to foster increased customer visits and transactions.
Campaign Execution
London Designer Outlet leveraged the advanced capabilities of the Coniq platform to power their loyalty campaign:
- Popular brands like Puma, Vans, BOSS, and Las Iguanas participated, contributing compelling offers to the loyalty app
- During the event members could earn double loyalty points, motivating them to progress through the program tiers and incentivizing spend
- Geo-fence-triggered push notifications and email communications effectively engaged shoppers
- Coniq’s advanced in-store scanners played a pivotal role in delivering a seamless and engaging user experience
- Shoppers could effortlessly earn and redeem rewards during their shopping visits simply by having their personalized QR code scanned within their One Wembley Park app
- Once scanned, the customer’s points balance was instantly updated and displayed in the app, providing real-time feedback and ensuring transparency that boosted user satisfaction
Results
The campaign exceeded expectations, demonstrating the effectiveness of VIP loyalty experiences in driving both shopper engagement and revenue:
- 91% growth in new members vs last year’s event
- 36% increase in participating shoppers year-over-year
- 20% uplift in shopper visits, demonstrating increased customer attraction
- 15% increase in transactions versus 2023
- VIP shoppers benefitted from 37 unique offers redeemable only within the One Wembley Park app
Key Takeaway
London Designer Outlet’s VIP Week campaign highlights how a strategic blend of loyalty program enhancements, app-based rewards, and real-time engagement tools can significantly boost member acquisition, shopper participation, , and revenue for retail centers.
With an ATV uplift of 13% and year-over-year growth across key metrics, this case underscores the potential of well-executed loyalty campaigns in transforming shopper behavior and driving sales across retail assets.
