Nailloux outlet village opened in November 2012 with the aim of offering an alternative to the traditional retailing networks of the Toulouse region. It replicates the American outlet model and offers famous brands at off-label prices. But from the start, Franck Verschelles, the founder, had the ambition to create a place far beyond a simple outlet shopping village, since he intended to create a living space, offering its customers a real consumption experience, which would counter the retailing sector's dematerialisation and the growing influence of internet actors.
Since its creation Nailloux outlet village proved it was meeting strong expectations since 89% of the customers are specifically coming to Nailloux to shop and 94% actually purchase. Moreover, 31% of the regular consumers are visiting the village 3 to 4 times a year. Advantail thus wants to develop a real loyalty programme to better know its consumers and then meet their demands.
You have been hired by Nathalie Pruvost, the marketing manager, in order to help her determine what marketing strategy and action plan would be appropriate for this loyalty programme.