omnichannel marketing for shopping centre
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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
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