retailinstruments solution for shopping malls

© RetailInstruments Ltd www.retailinstruments.ee [email protected]

Decision support system based on Consumer behavior analytics

Retail Instruments Communication with loyal visitors


Wifi – analytics: what is it for?

CONCERNS

ANSWERS

•  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?

•  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


(!) Privacy and security •  No personal data col lect ion 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.

How does this work

•  MAC-address •  Signal Strength •  Time Stamp

Personal mobile phone with WIFI

Router identifies the MAC address and tracks the device

All aggregated data are sent to the cloud and visualized to the customer in private online platform

page


•  Footfall around the store

•  Capture rate

•  Dwell time

•  Bounce rate

•  Loyalty/ RF-analysis:

•  Level % of returned visitors

•  Frequency of visits

•  Recency of visits

System collects and analyses the following data

Main characters


Understanding of most popular paths between the stores impacts indoor navigation, advertising, cross-promotions, etc.

Zones/stores “Paths” analysys


Traffic

Syn

ergy

High Traffic Low Synergy

Low Traffic High Synergy

Low Traffic Low Synergy

Shopping Mall Stores Synergy

High Traffic High Synergy

•  Understanding Tenant Mix •  Indicates each store’ value for the shopping mall •  Indoor advertising


High synergy stores generating high traffic – fashion retailers, for example

Apple Store might appear here: vast majority of its visitors come to visit only this store, and the traffic is pretty low

Influencing Tenat Mix:

Traffic

Syn

ergy

Shopping Mall Stores Synergy


Paths between zones


Cross audence

Note: brands and figures are for illustration purposes only


•  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.

How Shopping malls use this data


UNDERSTANDING CONSUMER BEHAVIOR => APPROPRIATE MANAGEMENT DECISIONS

Consumer behavior analytics

CAPTURE RATE % of people entered a store out

from all footfall outside •  Display quality (KPIs for marketing, merchandising) •  Advertising effectiveness

LOYALTY Number and % of people

returning to store during day/week/month/year

DWELL TIME Time spent in store

BOUNCE RATE % of people with less than x-

minutes in store

CROSS-AUDIENCE % of people entering different

brands/stores

•  Consumers loyalty (KPI for all) •  Frequency and regency of visits •  Rating of stores among loyal visitors

•  Merchandise/ assortment quality •  Personnel professionalism •  Campaigns effectiveness

•  Queues? •  Low effectiveness of in-store personnel?

•  Store development strategy •  Marketing strategy, advertising •  Stores cannibalization?


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


•  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.

Hardware

•  In every measure zone/store it is needed to install a standard wifi router TP-Link TL-WR941ND


Loyalty – returning visits


How to contact loyal visitors?

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!

BRAND STORE Free WiFi

•  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


•  Projects: Moscow, St-Petersburg, cities with >1M population •  Benchmarking for 50+ shopping malls in Tallinn, Saint-Petersburg and

Moscow •  Presented in 120+ shopping malls in Russia •  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

About US


INDUSTRIES •  Fashion •  Cosmetics •  Electronics •  DIY •  Mobile phones •  Shopping Malls •  Fast Food

Retailers using WIFI - analytic

TARGET AUDIENCE / KEY USERS •  TOP-Management •  Operations Management •  Marketing •  Merchandising •  Sales, Commercial •  HR •  Business development/Rent


We’re proud to serve industry leaders


WIFI - analytic UI


•  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%

How representative WIFI is


Retailinstruments ltd Lõõtsa 6 Tallinn, Estonia [email protected] www.retailinstruments.ee

For more information or personal presentation please feel free to contact us:

Contact information

Jelisei Lokotar +372 5853 2007 [email protected]

retailinstruments solution for shopping malls

Documents

zones retailinstruments

high synergy stores

audience retailinstruments

shopping mall crossaudience

stores value

store value

different stores

high traffic fashion