VIA Outlets has expanded its agreement with Coniq as provider of customer engagement and loyalty software across its entire portfolio.

This includes 11 luxury fashion outlets across Europe, comprising 1,100 stores in nine European countries.

VIA Outlets put some of its recent business growth - including 2019 increases of 8.4 per cent and 6.1 per cent in brand sales and footfall, respectively - down to using Coniq’s Total Customer Engagement Platform to better anticipate customer behaviour and engage them with personalised communications.

Marc Mangold, director of CRM, digital and media at VIA Outlets, commented: “Coniq is a strategic partner of VIA Outlets, providing both a technology platform and deep loyalty expertise to help design and run the hugely successful Fashion Club.

"The data from this allows VIA Outlets to truly know and interact with our customers in a personalised way that leaves a lasting, positive experience.”

VIA Outlets selected Coniq and its IQ platform in 2017. Within a year of launching the Fashion Club, the spend of members was on average 35 per cent higher than non-members. Today, the Fashion Club has grown to have over 400,000 active members and is now being used to help with recovery from the COVID-19 lockdowns.

Using the customer insights gleaned from the Coniq IQ platform, VIA Outlets were able to analyse trading patterns to safely reopen centres and communicate with their local communities.

This year, Coniq will expand its real-time engagement platform capabilities, giving VIA Outlets access to real-time location tracking, advanced segmentation and dynamic message content.

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