for Shopping malls
Retail Instruments Communication with loyal visitors Decision support system based on Consumer behavior analytics © RetailInstruments Ltd www.retailinstruments.ee [email protected] Wifi – analytics: what is it for? CONCERNS • • • • • • For how long people stay in the shopping mall? Stores synergy Each store’s value for the shopping mall Cross-audience of different stores Most popular “paths” in your shopping mall What are the days with more % of returning visitors? ANSWERS • • • • • • Tenant Mix optimization Campaigns Effectiveness Optimization of zones, displays, layout, advertisements, etc. Store rent rates optimization Benchmarking: Industrial & per Shopping Mall Analysis of cross-audience © RetailInstruments Ltd www.retailinstruments.ee [email protected] How does this work Personal mobile phone with WIFI • • • Router identifies the MAC address and tracks the device MAC-address Signal Strength Time Stamp © RetailInstruments Ltd All aggregated data are sent to the cloud and visualized to the customer in private online platform page (!) Privacy and security • No personal data collection or processing involved, only aggregated statistics used. • MAC addresses are hashed/encrypted directly on the sensor, so the system operates with encrypted IDs, not even MAC addresses. www.retailinstruments.ee [email protected] Main characters System collects and analyses the following data • Footfall around the store • Capture rate • Dwell time • Bounce rate • Loyalty/ RF-analysis: • Level % of returned visitors • Frequency of visits • Recency of visits © RetailInstruments Ltd www.retailinstruments.ee [email protected] Zones/stores “Paths” analysys Understanding of most popular paths between the stores impacts indoor navigation, advertising, cross-promotions, etc. © RetailInstruments Ltd www.retailinstruments.ee [email protected] Synergy Shopping Mall Stores Synergy Low Traffic High Synergy High Traffic High Synergy Low Traffic Low Synergy High Traffic Low Synergy Traffic • Understanding Tenant Mix • Indicates each store’ value for the shopping mall • Indoor advertising © RetailInstruments Ltd www.retailinstruments.ee [email protected] Shopping Mall Stores Synergy Influencing Tenat Mix: Synergy High synergy stores generating high traffic – fashion retailers, for example Traffic Apple Store might appear here: vast majority of its visitors come to visit only this store, and the traffic is pretty low © RetailInstruments Ltd www.retailinstruments.ee [email protected] Paths between zones © RetailInstruments Ltd www.retailinstruments.ee [email protected] Paths between zones © RetailInstruments Ltd www.retailinstruments.ee [email protected] Cross audence Note: brands and figures are for illustration purposes only © RetailInstruments Ltd www.retailinstruments.ee [email protected] How Shopping malls use this data • • • • Simple tool for constant monitoring, assessment and motivation for sales personnel with transparent clear KPIs Increase Revenues: • Assess advertisement and marketing campaigns effectiveness • Store displays improvement • Store rent rates impact • Measurable effectiveness of advertising • Right time for promos/advertising • Improving customer service quality Audience analytics Benchmarking • Industrial • Geo: Shopping mall, City, etc. © RetailInstruments Ltd www.retailinstruments.ee [email protected] Consumer behavior analytics UNDERSTANDING CONSUMER BEHAVIOR => APPROPRIATE MANAGEMENT DECISIONS CAPTURE RATE % of people entered a store out from all footfall outside LOYALTY Number and % of people returning to store during day/week/month/ year • Consumers loyalty (KPI for all) • Frequency and regency of visits • Rating of stores among loyal visitors • Merchandise/ assortment quality • Personnel professionalism • Campaigns effectiveness DWELL TIME Time spent in store BOUNCE RATE % of people with less than xminutes in store CROSS-AUDIENCE % of people entering different brands/stores © RetailInstruments Ltd • Display quality (KPIs for marketing, merchandising) • Advertising effectiveness • Queues? • Low effectiveness of in-store personnel? • Store development strategy • Marketing strategy, advertising • Stores cannibalization? www.retailinstruments.ee [email protected] Platform • • • • • • • • • • SaaS based Real-time BI and decision support system, 24*7 access, any browser Predefined and customizable reports and dashboards Fully configurable and flexible system Easy integration with ANY existing ERP, BI, CRM systems Reports export to excel, pdf Configurable automatic reports sending to relevant employees Automatic notifications and alerts upon configurable triggering events Eiler-Venn diagrams for joint audience of different stores Smart search of events and cases with an automatic alerts if searched once event happens in the future © RetailInstruments Ltd www.retailinstruments.ee [email protected] Hardware • In every measure zone/store it is needed to install a standard wifi router TP-Link TL-WR941ND • Each router should be connected to the internet and plugged into electricity 220V. • Visitors aggregated statistics is being gathered by passive monitoring of Wi-Fi devices 2,4 GHz. System collects only MAC address, signal level and time stamp. MAC address is hashed directly on the sensor so there is no even MACs that are transmitted in the open manner. Secured connection with server is done inside ssh-tunnel. • Collected data is sent to NPO Analitika’ data center. Resulted aggregated data is placed then into a dedicated database that can be accessed by client authorized representatives only. NPO Analitika takes all imaginable security measures to store Client data in a secured and safe manner. © RetailInstruments Ltd www.retailinstruments.ee [email protected] Loyalty – returning visits © RetailInstruments Ltd www.retailinstruments.ee [email protected] How to contact loyal visitors? BRAND STORE Free WiFi Welcome _BRAND_ store! In order to receive personal offers and discounts next time you visit us – please provide your phone number: +37258172099 Yes, please send me personalized offers! • • • Make a personalized offer right at the moment returning visitors enter a store Ability to offer special price/discount/coupon for returning visitor Get an approval from every person to receive such personalized offers © RetailInstruments Ltd www.retailinstruments.ee [email protected] Retailers using wifi-analytics INDUSTRIES • Fashion • Cosmetics • Electronics • DIY • Mobile phones • Shopping Malls • Fast Food © RetailInstruments Ltd TARGET AUDIENCE / KEY USERS • TOP-Management • Operations Management • Marketing • Merchandising • Sales, Commercial • HR • Business development/Rent www.retailinstruments.ee [email protected] About US • • • • • • • Projects: Moscow, St-Petersburg, cities with >1M population 40+ projects started from September 2013 Benchmarking for 50+ shopping malls in Moscow, St-Petersburg Vast experience in retail and deep business processes understanding Strong R&D Team Technical support: own and by partners Cooperation with big consulting and engineering companies © RetailInstruments Ltd www.retailinstruments.ee [email protected] We’re proud to serve industry leaders © RetailInstruments Ltd www.retailinstruments.ee [email protected] Wifi-analytica UI © RetailInstruments Ltd www.retailinstruments.ee [email protected] Wifi-analytica UI © RetailInstruments Ltd www.retailinstruments.ee [email protected] How representative wifi is • • • • Nielsen research: Q1’2013: 46% smartphones, 30% to 70% - wifi on IDC: worldwide Q1 2013 smartphones share – 51,6% Telecoms Companys : smartphones share - 51%-58%, depending on regions Retail Analitika statistics - 3 “categories” of stores: • “Bad” street-retail: 10% - 15% • Average location, city center, average shopping mall: 20% - 35% • Good location, good shopping mall: 30% - 60% © RetailInstruments Ltd www.retailinstruments.ee [email protected] Contact information For more information or personal presentation please feel free to contact with us Retailinstruments ltd Veerenni 15 Estonia +372 58172099 [email protected] www.retailinstruments.ee © RetailInstruments Ltd www.retailinstruments.ee [email protected]
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