CRM SOLUTIONS

Marketing Automation

Loyalty managementRetail and Development data collection and analysisDigital-tools to increase attendance and sales at a shopping center

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Alexander RagozinFounder and Managing partner BrainsoftCRM and Data expert

Ram@crmsol.ru+7915 433 69 27+74951366737Skype: Alexragozin

CRM SOLUTIONS

“DATA IS THE NEW OIL”

“The world’s most valuable resource is no longer oil, but data”

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CRM SOLUTIONS

2005 2015 202520202000

We are entering the era of personal marketing

• In 10 years, companies with access to the largest amount of personal data will lead the market.

• Customer data and the ability to interact with customers is becoming a major marketing asset

Traditionalmarketing

Digitalmarketing

Personalmarketing

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CRM SOLUTIONS

Digital Evolution of retail marketing

No data collected

80% of developers

Basic data collection in

CRM

Today

Collecting customer dataMarketing digitalization

Loyalty managementMultichannel

marketing

Using long-term customer relationship management tools

We should be here in 3 years

Data management and business intelligence

The ability to use data from various sources in order to understand the effectiveness of marketing and manage customer behavior

Personalized real-time

marketing

Business growth due to impact on specific customer segments and understanding customer needs

Profit growth

Revenue growth

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CRM SOLUTIONS

✔ Does not know the audience and does not know how to collect data about it

✔ No data monetization model✔ No data collection and management systems✔ Uses traditional marketing promotion tools

✔ Has a unique audience✔ Sells traffic to tenants✔ Competes with online and offline sales channels✔ Generates profit from the percentage of sales of its partners

Modern shopping center

✔ Knows every consumer✔ Collects and analyzes audience data✔ Maintains targeted communication✔ Sells data to its partners to increase sales✔ Invests in data technology

Internet platform

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CRM SOLUTIONS12

Digitalization issues

Level of digitalization in segments, compare to other segments like retail, FMCG, BANKS etc

Pressure from Online stores. E-com share will rich 25 -50% in sales in the biggest economy segments

New trade center opened and competition increase in the cities more then 200K population

+ 50%25%10%

Traffic in trade centers decreased in the last 5 years

-15%

CRM SOLUTIONS

Main challengeHow to build a marketing ecosystem that

will maximize profit for business?

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CRM SOLUTIONS

DMP data

FRONT END: website, chat bot, APP

BI Data analysis and reporting platform

▪ Single CRM platform for activities in shopping centers and loyalty

programs

▪ Digital campaign setup

▪ Personalized and non-personalized data management

▪ Building a long-term relationship with customers

▪ Creating segments

▪ ID and data management for all sources

▪ Direct marketing communication

▪ GEO data

▪ Data enrichment▪ Linking MAC Address, cookies and CRM ID ▪ Programmatic media targeting▪ WEB analytics: Google ▪ Lookalike modeling ▪ Analysis of the effectiveness of media campaigns

▪ Ready-made templates for any shopping center ▪ Work through APIs with CRM ▪ Data collection and communication ▪ Loyalty program functionality ▪ customer personal accounts ▪ Any marketing campaigns

▪ Aggregation of CPM/DPM/Google/traffic data▪ Cloud data and reporting management system ▪ Predictive analytics ▪ Online, 24/7

Necessary elements of a marketing automation, data collection and processing system for a shopping center

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CRM SOLUTIONSCRM SOLUTIONS

Data management and business analytics

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CRM SOLUTIONS

DATA MANAGEMNT CLOUD data management and analysis

Web sites

Social media

Store checks

WI FI Offline

DMP

CRM+ Call center

ОФД Online/offline communication

Content management

Research

Direct marketing

Media targeting

Tenant sales

Da

ta s

ou

rce

s

Mobile operators

Personal data

Non-personal data

Yandex/mail

Client data 3d party data

DATA CLOUD Data processing Data usage

CLIENT’s ID

Data segmentation

Analytics

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CRM SOLUTIONSCRM SOLUTIONS

• All data is visualized online and located in one source

• Any report in one click - interactive and clear

• Available for computers and mobile devices

• Powerful analytic tool

DATA MANAGEMNT CLOUD data management and analysis

MARKETING ACTIVITY DATA

`WIFI TRAFFIC ANALYSIS

EXTERNAL DATA : FDO/WEB

▪ Comparison of online and offline traffic

▪ The impact of media activity on consumer behavior

✔Registration in the loyalty program and participation in promotions

✔Socio-demographic customer profile✔Audience geography ✔Check registration

▪ Analysis of marketing activities and advertising in relation to traffic▪ Analysis by hours / days / geography /▪ KPI execution

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CRM SOLUTIONS12

First platform implementation : In negotiation stage

8 Biggest developers with 28 Trade centers by the end of 2019

CRM SOLUTIONS12

One client case5 Trade centers

116K GBA -162K

Campaign running 13 activities (6 months)

Receipts upload 45k (9k/per Shopping center)

Total receipts sum more than $11 mln

Audience growing 60% in 6 months

Top categories – Clothes, Shoes, Health and beauty, Sport

Top brands which drive maximum database – Colin’s, Bershka, Adidas, Sportmaster, Calzedonia

Platform set up: 1 monthCampaign launch: 1 week (the same mechanics for 5 malls)DM communication set up: 1 days

CRM SOLUTIONS12

Trade centres digitalization deliver valuable business results

Traffic growth 5%- 15%

Average check growth up to 30%

Marketing cost decrease up to 40%

Rapid data base growth from 3—5x times in one year

Marketing activities ROI growth 20%

Digital media spend efficiency growth from 5% to 10%

We deliver revenue growth from rent from 5% annually

CRM SOLUTIONS

Alexander RagozinFounder and Managing partner BrainsoftCRM and Data expert

Ram@crmsol.ru+7915 433 69 27+74951366737Skype: Alexragozin

Vladislav ShvaybovichManaging partner BrainsoftSerial entrepreneur Vs@crmsol.ru+7999 999 90 07

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CRM SOLUTIONSCRM SOLUTIONS

THANK YOU!