Objective

Premier Outlet Budapest sought to boost membership sign-ups and enhance member engagement through its bi-annual Premium Club Days event. The main objectives were to increase traffic and frequency of visit as well as the average purchase value. This follows the success of the last two Premium Club Days events, which saw an average increase of 63% in revenue and 62% in transactions.

La soluzione

Premier Outlet Budapest partnered with Coniq by utilising their advanced customer engagement and loyalty platform. The collaboration involved promoting the event via the Premier Outlet Budapest app. Exclusive promotions were offered through the Coniq-powered app to boost membership growth and sales. Additionally, the in-store experience was streamlined during the event to make redemption easier for both customers and brands. 

Campaign

The Premium Club Days event ran for eight days and included the following strategies:

Giveaway Prizes:

• Exclusive Giveaways were offered to those who signed up for Premium Club Days.
• This included 3 Premier Outlet Budapest Gift Cards worth HUF 30,000 each.
• A weekend getaway for 2 in Noszvaj at the Fekete Rigó.
• Prizes were only available to participants of the Premium Club Days.

Social Media Campaigns:

• A week before the event, a social media campaign was initiated, resulting in over 1,000 new memberships.
• Teaser videos on Instagram created buzz and drew in new members.
• The centre also released social media videos highlighting the opportunity to receive up to 20% discounts during Premium Club Days.
• Members could scan their personal code in their app or on their card at participating shops for additional discounts.

Brand Participation:

• During the event, 33 additional brand offers were introduced, providing incentives for both new and existing members to shop at their favourite stores.

Results

The campaign delivered significant results over two weeks:

• Membership Growth: 3,554 new members joined during the event, supplemented by 1,000 new members from the social media campaign, marking an 11% increase in total new members.
• Active Participation: 58% of new members actively engaged with the program during the event.
• Enhanced Offers: 33 additional brand offers enhanced the overall shopping experience and promoted additional sign-ups
• Spending Increase: There was a 17% increase in total program spend during the event days. Additionally, the centre saw a 4% increase in ATV. 

This strategic approach not only expanded the Premium Club membership base but also drove significant increases in customer engagement and revenue. Coniq’s platform enabled effective performance monitoring, showcasing the campaign’s impact on driving results for Premier Outlet Budapest.