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Land Securities’ Trinity Leeds claims first shopping centre integration of Apple Watch into loyalty programme

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Shoppers at the Trinity Leeds mall can now scan their Apple Watch to redeem offers in shops, restaurants and bars in what’s believed to be the first such use of the device in Europe.

Owner Land Securities says Trinity Leeds has become the first shopping centre in the continent to enable its loyalty programme for the Apple Watch, as well as the Apple Wallet.

The centre, which opened in 2013 and claims the title of Europe’s most digital enabled shopping centre, launched the loyalty programme, Love Trinity Leeds, in January this year. The more than 20,000 members signed up to the scheme can redeem deals and collect points when they present their barcode when buying at outlets including Topshop, DKNY Men, Adidas, Superdry or Mango, whether they use the free app, a physical card or, now, their Apple Watch or Apple Wallet application. More than 60% of retailers in the centre are signed up to the loyalty scheme.

Customers using the new wearable device will also now be alerted to offers by the centre’s proximity-based beacons.

“When it comes to loyalty programmes, convenience is key, which is precisely what we are championing by upgrading the ‘Love Trinity Leeds’ app,” said Amy Richardson, digital marketing and CRM director at Land Securities . “We have been able to successfully integrate the app and Apple systems with our beacon technology in order to create an entirely new dimension for shoppers in an already iconic retail environment. Those customers who wear an Apple Watch will be alerted to offers immediately, providing them with an early opportunity to take advantage of numerous fantastic deals across the centre, The speed at which consumers can access new offers is becoming increasingly important in the fast-paced world of consumer technology.”

The integration was managed by Trinity Leeds loyalty technology provider Coniq, whose chief executive Ben Chesser said: “A shopping centre loyalty programme run across a diverse retail environment is an innovation in itself, and Land Securities has taken it a step further. I am really excited to see the adoption of the Apple Wallet, and particularly to see shoppers scanning their watches at the point of sale. The data we can provide Trinity Leeds gets even more interesting with every additional channel added.”

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