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Covent Garden app trades offers for deep customer data

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Sold to consumers as a personalized experience of the high end shops in London’s Covent Garden, new shopping app The Pass will give the areas shops and ruling council – Capital & Counties Properties PLC (‘Capco’), which is responsible for the management and curation of some 1 million sq. ft. of space at Covent Garden – access to unprecedented levels of details as to what shoppers are doing in the area.

Created by the district itself, the new app offers consumers who sign up 50 special offers, content and services at multiple outlets. The Pass will include exclusive rewards from some of the area’s most loved brands including Clinique, Dior, Aveda, Penhaligon’s, Galeria Melissa, Oliver Sweeney, Blo Blow Dry Bar and restaurants including Laduree, Joe Allen and LIMA Floral. Simple to navigate it aims to make it quick and easy for shoppers to get the inside take on what’s happening in the neighbourhood.

Including in the app are brand rewards, new arrivals info, and a map to help shoppers find the deals.

As more luxury brands gravitate towards the area, eyes should be kept peeled on the app as the first place to find out about new exciting events and offers happening in the district, from food festivals to art exhibitions and more.

The app will also let users find out which new brands are opening in the district before anyone else – and get invited to store previews.

The Pass also provides a map of where to find each participating store in the district, another tailored feature designed to enhance the unique Covent Garden experience.

Beverley Churchill, Creative Director of Capco Covent Garden, said: “We’ve spent months developing The Pass to give visitors the ultimate ‘insider’ experience of Covent Garden. For the first time this new technology allows us to track customers’ favourite offers, so we can learn how Covent Garden visitors like to shop and dine. Already the best brands across the district are taking part and more are continually joining. Londoners won’t find the carefully curated offers, services and benefits at any of their other London stores”.

Users have to download the app, sign up with their email address and a personal profile then off they go. The app then uses QR codes delivered to the device to get offers and discounts at point of purchase in participating stores and restaurants.

The Pass is the latest innovation to be revealed in Covent Garden, which has become a launch pad for brands debuting their latest retail concepts. Last year, Marc Jacobs opened a Tweet shop on the Piazza, which saw thousands of consumers use their tweets as social currency in exchange for branded goods. Clinique’s Great Skin Lab is another first – the beauty brand’s first ever concept store that allows shoppers to experience first-hand a ‘day in the life’ of your skin through interactive experience pods.

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