Land Securities to incorporate proximity marketing in Trinity Leeds app


Land Securities, the UK’s largest commercial property company, is refreshing its Trinity Leeds app to incorporate proximity-based beacon technology following a three month trial at the UK’s most digitally enabled retail and leisure destination.

This new addition to the digital proposition at Trinity Leeds forms part of Land Securities’ digitally-forward business strategy, which helps retailers to reach shoppers directly, as part of a seamless omni-channel experience.

Following the successful three month trial, more retailers have expressed an interest in using this new channel which will enable customers to receive targeted location-specific offers and discounts directly onto their smartphones when visiting the shopping centre.

Beacons have been placed at participating retailers in the centre, as well as the customer service lounge and Trinity Kitchen area. Future plans include expansion in activity to integrate Trinity Leeds car park facilities. Using the technology is straightforward for shoppers who simply download the Trinity Leeds app and then input basic information such as their age and gender. This data then allows retailers at the centre to send personalised messages and discounts to the shopper based on their preferences.

The news follows the announcement of the successful launch of social fashion app, Styleicona, at Trinity Leeds last week.

Amy Richardson, digital and CRM director at Land Securities, said: “The roll out of iBeacons at Trinity Leeds is the next step in our digital strategy to provide consumers with an immersive omni-Channel experience and support our retailers with an additional, highly targeted and effective marketing opportunity. We are excited about weaving this emergent channel into engaging marketing campaigns, and believe it will complement our business ambition to provide best in class retail and leisure destinations that are at the forefront of digital innovation.”

Tim Hutchinson, Ddirector at RE:SYSTEMS , which develops the Trinity Leeds IOS and Android apps, said: “Innovative technologies such as beacons open up excellent opportunities for retailers to encourage footfall, increase dwell time in-store and promote customer loyalty, as well as enhancing the whole shopping experience for consumers. By adopting beacons, retailers at Trinity Leeds are able to pinpoint each user’s exact position in the shopping centre and push exclusive content such as special offers, recommendations and even contactless payment, depending on their location.”