Trinity Leeds claims European first by integrating Apple Watch into loyalty programme


Land Securities’ shopping centre, Trinity Leeds, has become the first shopping centre in Europe to provide its customers with a loyalty programme enabled for Apple Watch and Apple Wallet (previously named Passbook). Trinity Leeds, widely regarded as Europe’s most digitally enabled shopping centre since its opening in 2013, launched its loyalty programme – ‘Love Trinity Leeds’ – in January this year. Members of ‘Love Trinity Leeds’ will now be able to redeem exclusive offers by scanning their Apple Watch in participating shops, bars and restaurants, including Trinity Kitchen, Trinity Leeds’ award-winning street food dining concept.

The Apple Watch has proved hugely popular across the UK, with sales surpassing the iPhone pre-launch, whilst wearable technology is predicted to increase by over 45%[1] in the next four years. With Apple Pay launching last week, the way in which consumers act in retail environments is changing dramatically, making such changes at Trinity Leeds all the more timely.

‘Love Trinity Leeds’ allows members to redeem premium deals and collect points every time they present their unique barcode at points of purchase, using the free App, physical card and, now, their Apple Watch or Apple Wallet application. Integrating the ‘Love Trinity Leeds’ loyalty programme and Apple Watch/Wallet creates a convenient and exciting new dimension to the Trinity Leeds shopping experience. Customers using ‘Love Trinity Leeds’ and an Apple Watch will be alerted to retail offers by the centre’s proximity-based beacons. Coniq, the loyalty technology provider for the Leeds shopping centre, combined Trinity Leeds’ extensive technological infrastructure with Apple Wallet to create a seamless experience for customers.

Over 20,000 registered users and over 60% of the centre’s overall retail and leisure operators are signed up to ‘Love Trinity Leeds’, including Topshop, DKNY Men, Adidas, Superdry, Armani Exchange, Mango, Everyman Cinema, Meatliqour, Rola Wala and Wagamama. The importance Land Securities places on creating modern centres is reinforced by the rising popularity of cutting-edge technology amongst retailers and customers alike.

Amy Richardson, digital marketing and CRM director at Land Securities, said: “When it comes to loyalty programmes, convenience is key, which is precisely what we are championing by upgrading the ‘Love Trinity Leeds’ app. 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.”

Ben Chesser, CEO of Coniq, 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.”