Knauf Shopping have launched a loyalty program at both their Pommerloch and Schmiede centres in Luxembourg. The two centres boast over 100 retailers and restaurants between them, including well-known brands such as H&M, Esprit and Alain Afflelou. Knauf Pommerloch hosts 60 brands and Knauf Schmiede offers over 40, both centres are also conveniently located near major motorways close to the border with Belgium.
The loyalty program is part of the company’s vision to use data to drive engagement with shoppers and increase sales for retailers. To make this vision a reality, Knauf Shopping has partnered with Coniq to deliver a loyalty program that identifies the most loyal customers and offers them enhanced rewards.
Benoit Mottet, Marketing Manager said “Our previous marketing didn’t allow us to track redemption, or harness the data about our customers. We have now developed a solution with Coniq that allows us to improve the customer experience by analysing their behaviour and offering them rewards, services, content and offers that are most relevant to them”.
CEO Ben Chesser added “Knauf Shopping have taken a traditional, offer-led subscription marketing program and digitised it. Their new strategy builds on the success and scale of their previous marketing communications, now using Coniq IQ to segment their customers based on spend. Our research shows that on average, 30% of customers are responsible for 70% of a centre’s spend, so the ability to identify and reward these valuable consumer groups is key”.
Chesser added “Not only does this mark the 17th country where Coniq now operates, it also represents another full price Shopping Centre that is introducing the Coniq IQ platform to improve their loyalty proposition – a trend that we expect to see continue”.
Knauf Shopping are owned by Leasinvest Real Estate, who manage a diversified portfolio of high-quality and well-situated shops and office buildings in the Grand Duchy of Luxembourg, Belgium and Austria.
