Helsinki Outlet Boosts Engagement and Sales with Coniq
Discover how Helsinki Outlet utilised its Friends loyalty program to reward and delight customers, fostering stronger connections and driving repeat visits.
Helsinki Outlet is Finland’s premier shopping destination, offering a unique blend of top international and Nordic brands at unbeatable outlet prices. Located just a short distance from the city center, it provides a vibrant shopping experience with stylish stores, family-friendly amenities, and dining options. Known for its modern design and engaging events, Helsinki Outlet attracts locals and tourists looking for exceptional deals and a lively atmosphere.
Objectives
Helsinki Outlet aimed to deepen its understanding of customer preferences and deliver targeted campaigns that would:
- Drive increased footfall and sales.
- Boost shopper loyalty and engagement.
- Seamlessly integrate their loyalty program across both in-store and online channels to provide a cohesive, omnichannel shopping experience.
Campaign Execution
Helsinki Outlet partnered with Coniq to refresh its loyalty program by utilising Coniq’s advanced engagement platform and industry expertise. Key enhancements introduced included:
- Launch of the “Friends Loyalty Program” App
- The “Friends” app enabled receipt scanning, allowing customers to upload receipts and earn points effortlessly.
- Provided Helsinki Outlet with the ability to track in-store sales transactions for marketing purposes.
- Added automatic visit tracking via geolocation, rewarding customers for visiting the outlet.
- E-commerce Integration
- Partnered with Wishibam to integrate e-commerce capabilities.
- Allowed customers to earn points for online purchases, creating a seamless omnichannel experience.
- Automated Communication and Incentive Journeys
- Used Coniq’s Journey Builder to deliver targeted, personalized communications.
- Designed incentive pathways that aligned with customer behavior, rewarding engagement.
- Tiered Rewards and Effortless Points Redemption
- Introduced a three-tier structure: ‘Friend,’ ‘Close Friend,’ and ‘Best Friend,’ to add value and drive repeat visits.
- Simplified offer redemption and points collection through an intuitive app interface.
- Seamless Migration of Existing Members
- Successfully transitioned members from the historical database into the new loyalty program.
Results
In just six months, the enhanced loyalty program delivered impressive results:
- Engagement and Membership Growth
- Membership grew by 38% compared to the previous year.
- 69% of members actively participated through receipt scanning, offer redemption, and online shopping.
- Footfall and Transactions
- 69% of shoppers recorded visits, averaging 2.1 transactions per visit.
- 100% participation from outlet brands, with receipts scanned from every store.
- Financial Uplift
- Friends members showed a 70% higher Average Transaction Value (ATV) compared to the outlet average.
Program Highlights
- High engagement rates reflect strong customer satisfaction with the new features.
- Reactivated a significant portion of members from the historical database.
- E-commerce integration with Wishibam enabled members to earn points both online and in-store, offering flexibility and convenience.
Key Takeaway
Helsinki Outlet’s collaboration with Coniq demonstrates the impact of leveraging technology to create a loyalty program that drives engagement, strengthens customer relationships, and boosts sales.
With key metrics such as active users and high participation across all outlet brands, the “Friends Loyalty Program” serves as a compelling example of how targeted loyalty initiatives can deliver meaningful results while ensuring customers feel rewarded and valued.
