OmnichannelMarketing forshopping center

Solutions and products

Promotions and mobile

coupons

Shopping assistant

Schemes of movement

Omnichannel: managers needs

Property Manager

Marketing Manager

The system allows you to answer the following questions:• How to maximize rental income?• How to improve cooperation with tenants in order to achieve

even more attractiveness for customers?• Are there places where the potential could be used better?

The system allows you to answer the following questions:• How to attract customers: both new and permanent customers?• How to increase the impact of marketing efforts by tracking specific

behaviors and specific customers (highly personalized segmentation)?

• How to customize a campaign to specific customer shopping preferences?

• How to influence the decision about purchases?• How to make customers spend time at the shopping center instead

of elsewhere?• How to sell the customer more products and increase their loyalty

and brand loyalty?

Single Channel Multi Channel Cross Channel Omnichannel

Omnichannel marketing

Customer needs are identified and met by different, unconnected channels of communication.

Customers needs are identify and met by one channel of communication.

Customer needs are identified and met by connecting several communication channels into one.

Customer needs are identified and met by a multiple channels of communication simultaneously.

Shopping interest in shopping centers

Distance from store 0 m

(Location Score Index 2014)

Distance from store vs. shopping interest

37%

100 m

11%

30%

1000 m

17%

10 km 25 km

Brand recognition

Spending more time at the shopping centre

Frequently visited shopping center

Awareness of purchases

73%

61%

60%

61%

Omnichannel - increase sales and incomes

Macy’s example:

Source: [Macy’s 2014 Annual Report]

0.7%

2013

2014

4.4%Incomes

Start campaign Omnichannel

2012

The impact of beacons:

Location and navigation

Navigation to shopping center, location (GPS)

Navigation inside shopping center, location (WiFi /

Beacon)

Oferta Omnichannel

Informations about

customers

Informations about stores

Informations about

offer

What we analyze What gives Omnichannel

• Demographic data• Location• Favourites: offers, promotions, coupons, stores• Searching promotions, usage of coupons• Social media profile

• More often and less frequented places • Longer and shorter visited places • The number of new and regular clients• The average time spent in the store• Time and place of greatest traffic• The order of visited stores• The number of customers lead to the shops

• Sent PUSH message• Displayed or canceled informations• The number of customers lead to a specific offer• Adding to favorites: offers, promotions, coupons• Places of actions: at the shopping center/ store, outside the

shopping center/ outside store• Used communication channels: online, mobile

• Customer segmentation• Schemes of customers movement (inside and outside the shopping

center)• Analysis of buying preferences • Details on how to make buying decisions• Analysis of consumers' interests

• Analysis of the attractiveness places and stores• Ranking the most and least visited stores• Shopping correlation analysis. eg. planning promotions: - how many

% of customers store A is also customers store B• The data for planning the layout and arrangement of stores

• Analysis of the effectiveness of promotion and information campaigns

• Analyses of interest and attractivness offers• Analysis of the most popular purchase categories• Analysis of buying behavior: showrooming, webrooming

Business intelligence

Bluetooth Beacons - just stick to the wall or ceiling

Beacons send signals about presence to smartphones

The smartphone receives the signal and dedicated application provides services based on the location of stores

Omnichannel Beacon marketing: scheme of working

Android + IOS

Effective Beacon marketing requires a dedicated application

Promotions and coupons

Promotions and coupons Omnichannel: description of working

Integration with social media

Analysis of the effectiveness of promotions and

coupons

Displaying messages with promotions and

coupons

Search engine of promotions and

coupons

Promotions and coupons Omnichannel: PUSH massages

•97% of people reading the PUSH messages•Push messages with text, pictures and video•Control messages based on user preferences and location -

direct and dedicated campaigns•The mobile application for iOS and Android allows you to

receive push messages

Business intelligenceIt analyzes the available data, creates

information and provides new knowledge

online

In shop - offline mobile

Promotions and coupons Omnichannel: online/mobile/offline

Beacons in shopping centerconnecting the offline world (traditional shops) with the online world

Online catalogue

digitization of promotional newsletters shopping centers and tenants on the Internet and smartphone - does not require installing an application. It allows you to view promotional offers, and recommending shops, promotions, coupons for social media profiles

Mobile application

navigation inside the shopping center allows you to search and use promotions and coupons. Integration with the Facebook profile.

omnichannel

What we analyze What do we get

• Displayed or canceled PUSH message (containing text, photos, or also video)

• Adding to favorites• Places of actions: in the shopping

center, in store, outside the shopping center

• Used communication channels: online, mobile

Increasing the efficiency of moderating customers behavior of shopping center by:• Context promotions and coupons • Customer segmentation• Buying preferences• Analyses ways how customers make

buying decisions• Analysis of consumers' interests

Promotions and coupons Omnichannel: benefits

Business intelligence

Analysis of the effectiveness of promotions and coupons:

• Number of sent PUSH messages • The number of displayed or canceled information• The number of customers led to a specific offer• The number of promotions added to favorites• Places of actions: at the shopping center, store, outside the

shopping center, store• Used communication channels: online, mobile

Promotions and coupons Omnichannel: examples of use

Analysis of customer behavior in social media:

• Number of likes shopping center, offers, promotions on Facebook

• Check-in shopping center on Facebook• Buyers sharing information about promotions,

coupons on Facebook

Promotions and coupons Omnichannel: examples of use

• Offer customize to specific customer preferences on the basis of analyze:• The use of mobile application (mobile)• The use of online catalogue (online)• Location in the shopping center (offline)

• The customer receives notifications about products related to purchased before, thanks to intelligent algorithms analyzing data about purchases

• Cross selling provides reinforcement of sales

Promotions and coupons Omnichannel: cross selling

Shopping assistant

Shopping assistant Omnichannel: description of working

Displaying promotions and

coupons

Legible location in the stores

Navigation to the shopping center

Indoor and outdoor campaigns

• Easy finding new shops and products

• Convenient getting to stores and car

• Simply finding particular product • Easy finding outputs, ATM’s,

toilets• Short time finding particular

stores and products• Legible locating yourself in

shopping center

* The Shopping Mall, A Study on Customer Dissatisfaction, Baker Retailing Initiative

Shopping assistant Omnichannel: customers needs

Number of clients35%

20%

19%

17%

14%

10%

Sex

Age

Range

Time

Interests

Man

35-40

2 km

16.00 – 18.00

Sport

Place Powsińska

Shopping assistant Omnichannel: outdoor campaigns - example

Segmentation

Description

Location of campaign

Effect

Adam (age 35) after leaving the work receives message on his smartphone about sales of bicycles in nearby shopping center. The application leads him to the store.

Business intelligenceAnalysis business rules, selects customers, informs, analysis action, improves efficiency

Segmentation

Description

Location of campaign

Effect

Shopping assistant Omnichannel: indoor campaigns - example

Megan (age 30) during afternoon shopping in shopping center receives messages on her smartphone about new lipsticks collection at the entrance to the shopping center and 20 m from the Sephora store.

Sex

Age

Range

Time

Interests

Woman

30-40

20 m

12.00 – 20.00

Beauty

Place Sephora

Business intelligenceAnalysis business rules, selects customers, informs, analysis action, improves efficiency

Shopping assistant Omnichannel: loyalty program of XXI century

We analysis1 The number of visits2 The numer of visited shops3 Time spent at the shopping center, supermarket, shop4 Used promotions or coupons (display promotions at the cash

register in stores)5 The value of used promotions or coupons6 Shopping paths

Loyalting by1 Rewarding visits the shopping center2 Rewarding visit the shops3 Time spent at the shopping center, supermarket, shop4 The frequency of purchases and using coupons5 The amount of completed purchases with using promotions and

coupons6 Going around the shops recommended by the shopping center

Business intelligenceAnalysis location and purchasing data, creating new approach to loyalting customers.

• POS’es in stores – collecting data about value of purchases• Plastic cards – connection cart readers with dedicated additional information

input panel• Digital Signage: telebims, LCD panels, LED screens – interactive, dedicated

informations presented on screens based on buyer’s location within easy reach to the screen

Shopping assistant Omnichannel: solutions XXI century immediately

Integration with:

Photos from the film Minority

Report, 20th Century Fox 2002

Schemes of movement

Schemes of movements Omnichannel: description of working

Location outside stores

Location inside stores

What we analyse What we get

Analyse of customers movement based on location:• Outside (GPS)• Inside (WiFi, Beacony)

Customers movement diagrams

Aggregated data:• demographic• social viewed promotions,

favourites

• The possibility of using information form the system to develop targeted BTL marketing campaigns (promotional newsletters, leaflets) eg. to areas where clients go to the competition

• Including information in planning strategy and optimization locations of new stores

Schemes of movement Omnichannel: Business Intelligence

• Identification of customers schemes of movement and paths that customers passed on the way to the store (the competition)

• Determine the frequency of purchases• Analysis of the distance of the purchasing• Possibility of managing direct BTL

campaigns at specific locations

Staying in area

More rarely walk to the competition

Equally often walk to the competition

More often walk to the competition

Detection of the anomaly - possibility of directing the campaign to customers

frequenting to competitions supermarkets, in spite of the near

distance

Benefits Visualisation of the range

Schemes of movement Omnichannel : outdoor paths

• Identifying schemes of customers movement (inside center)

• Data concerning manners of making purchase decisions• Analysis of attractiveness places and shops• Ranking of shops most often, most rarely frequented• Analysis of purchase correlation e.g. for planning

promotions:- how many % customers of the shop A are also customers of the shop B

• Data to planning the layout and arranging shops

Benefits Visualisation of paths

Schemes of movement Omnichannel: indoor paths

Benefits Heatmap Visualisation

• Data enabling the differentiation of rental prices, maximization of the incomes

• Identification of attractiveness of places and shops• Identification of areas most often, most rarely

frequented (in time intervals e.g.: 12.00-12.30)• Data to optimization the layout • Data to promoting shops (also positioning in the

mobile application)• Understanding the behaviors and habits of customers

Schemes of movement Omnichannel: indoor heatmap

For the store

Omnichannel for the store: example

Dedicated mobile application

Navigation to stores from the outside (GPS) and

inside the shopping center (Beacon, WiFi)

Coupons, promotions, PUSH messages

Integration with social media

Omnichannel in store: example of use

What the shop receive

• Mobile promotions and coupons• Statistics and analysis of purchase preferences• Integration with social media • Www catalogue (connected with a mobile application)

• Dedicated mobile application• Beacons in the shopping center• Intelligent tool cross selling

• Shopping assistant• Indoor, outdoor promotional campaigns• Leading customers to the shopping center and

individual stores• Schemes of movement• Paths: indoor, outdoor, heatmap

What the customer receive

• Mobile promotions and coupons• List of favourite for simple searching• Convinient online catalog – purchase planning

(favourites from the catalog online appear in the mobile application)

• Recommended offers adapted for purchase preferences

• Shopping assistant• Information about the newest promotions and

offers• Location and leading to shopping center and

specific stores and offers• Location products based on shemes of movement

Customer Care

Omnichannel : customer care

Conducting a campaign

Analysis of the effects and of

indicators

Developing strategyOmnichannel

Analysis of customers, segmentation,

preferences Keeping the solution, service, guarantee

Omnichannel marketing: agile marketing

PlanningChoice of the target groupPlan of using Omnichannel tools (mobile, online, offline)

Design

Conducting an Omnichannel campaign among purchasers and tenantsStarting

Measurement of indicatorsAnalysis of behaviours of the target group, np:- what channel the user came from (mobile, online, offline),- where users perform action (location)- which version specifically he clicked - how many users registered- how many users added to favourite- How many users recommend friends

Develop the communication to tenantsDevelop the communication and the promotion to purchasersDevelop the content for the campaign

Analysis

Strategy Developing a short-term strategy of Omnichannel action

ConclusionsUpdate of using individual Omnichannel tools for the specific target groupUpdate of patterns of behaviours

We are cooperating in marketing campaigns, we are adopting agile techniques (agile) ensuring quick reactions to the customers behavior.

ContactPHD Mariusz JednoralskiCEOmariusz.jednoralski@it-factory.plIT-factory sp z o.o.00-666 Warszawa, ul. Noakowskiego 4/8tel. +48 501307950skype: jednomar