Case 2.

The larger mall in the city, with a large marketing team and ample resources.

The
Challenge

Competition from other malls in the region. Unsure how to allocate the marketing budget.

Because there was little communication between the mall managers and the mall consumers, it was hard to know where best to allocate funding for marketing campaigns or how to differentiate their mall for competing malls in the region.

Our
Solution

Design a CRM interface. Apply the modules from Case 1 to compare marketing campaigns, analyze tenant performance and predict rental revenue. Set up a Smart Mobile App for the mall’s consumers and use Tracking Customer Behavior.

For this mall we designed a web-based CRM interface. No installation needed; everything can be done remotely. The mall management was able to decide about a focused promotion for sports shoes and not home appliances. Now the mall managers could really analyze and learn about their customers: understand where they were traveling from, at what date and time they arrived and departed the mall, which stores and events they visited in the mall and for how long. A marketing campaign plan was developed and, when later analyzed, the managers used the Event Success Measurement module to decide to repeat the summer fashion show, but not the gourmet food festival. Since a great number of the customers were using their Mobile Smart App, the managers sent targeted promotions that, with the Gamification Incentives module, included a shopping treasure hunt to reward customers each time them entered the mall.

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Modules Used in This Case Study

Summary: Define your mall’s optimal tenancy mix, balancing shop typologies and rental levels, and purposeful space allocation in the mall.

What is the ideal tenancy mix desired by mall developers, retailers and consumers? You certainly want to avoid a mismatch between the needs and buying capacity of the consumers in the mall's catchment area and the kind of tenants located in the mall.

The best analysis of tenancy mix produces a business layout that is unique to a specific mall in a specific area. A tenancy mix analysis gives invaluable insight into a mall’s future financial performance. And, an assessment of achievable rental levels and cash flow estimations is the key reference when deciding about a project’s financing.

For a complete view, Propixious uses its dynamic analysis of the catchment area to match the demands of the consumers to the supply of the mall. The Propixious solution applies a multitude of information types such as financial performance of the tenants, comparative analysis against the same shop in a different location and predictive analysis of scenarios. The latter is particularly useful when a leasing contract expires or is being renegotiated.

Summary: Data Visualization really adds value to the decision-making process when the underlying data is collected interactively.

When you can interactively explore the data represented in visual charts or graphs, you can predict performance outcome and identify areas of attention more quickly than with static standard reports using pre-set criteria. Propixious can recommend various types of interactive reporting methods such as Ad hoc demand reports to get more current data for the existing areas covered in a standard report. By linking data items from different sources, a Drill Down may reveal hidden information in a specific context. With Statistical Analysis you uncover underlying patterns and trends so you can use scarce resources best. And Predictive Modeling provides next-best-action recommendations during customer interactions in real-time.

Summary: Defining exactly who the mall’s target customers are.

To determine a mall catchment area we use knowledge of the competition, topography and drive-time zones. This will show us the market capacity of a shopping mall, providing crucial information on demographics and purchasing power. The more accurate you can be, the wiser you can plan marketing investment and competitor analysis.

Until now, defining the trade area has been a question of using pre-determined criteria and measuring geographic distance (Circular buffer), the travel time by car (Driving-time zone), and by assigning relative importance to certain zones near the mall (Proximity zones).

Propixious now offers a dynamic process without pre-set criteria. We identify exactly where to prioritize your marketing, based on data collected from a Virtual Fidelity Card and a Customer App. This data from the user is aggregated, analyzed and presented graphically to reveal a unique catchment definition to maximize success.ping malls to translate the management strategies into popular apps. Apps create generous amounts of valuable information used for segmenting and profiling customers.

Summary: Accurately measuring the effectiveness of your event or campaign is key to understanding your actual return on investment.

After a publicity campaign or branding, using pre-determined key performance indicators (KPI’s) is one way to measure the success. Propixious, however, uses automated and digital tools to give a clearer and more focused analysis of your event. Measuring your mall’s social media engagement will indicate brand awareness and customer sentiment. In addition to measuring event pre-registration, Propixious analyses and captures data to monitor in real time the actual turnout rate at your events so that you can establish realistic goals. Also, measuring your event’s attendee satisfaction with a Customer App provides you quantitative and qualitative information about the customer experience. Then, monitor both new and repeat customers during your event and for a period of weeks after your event in order to measure immediate monetary returns as well as the conversion of sales leads generated from the event.

Summary: Malls engage their customers with a fun interactive experience and a meaningful call to action.

Propixious shows campaign managers how to enrich the mall shopping experience by creating fun and exciting challenges. These game elements can also reward customers. The possibilities are endless. For example, after certain purchases a retail shop or restaurant can scan the customer’s virtual fidelity card to win a gift, prize or discount. Or, the mall could run a trivia question contest and offer either a prize on the spot or a lottery ticket for a grand prize from the mall.

Summary: All the information you’d like to provide to your customers — including special sales and promotions — is right at their fingertips.

A mobile app will be a standard component of any business in the future. Propixious know how to create a unique app for your mall type with just the features you need:
- Sends promotional push notifications ONLY to the relevant recipients of your campaign.
- Inserts practical features such as searches based on brand, product, event or promotion.
- Integrates the customer app and CRM with social media.
- Offers real-time customer support.
- Introduces an e-commerce module which allows customers to purchase online.
- By adding games, users win reward points which, in turn, encourage using the app more.
- Allows customers to intelligently manage smart parking solutions.
- Interacts with the customers to poll satisfaction levels.

Summary: Mapping the movement of mall shoppers will offer critical information to marketers, retailers and executives.

The field of consumer behavior involves the distinct activities of shopping, buying and consuming. The goal is to improve retail-strategy regarding different types of shoppers.

Propixious offers a solution that actually tracks customer behavior as it happens, using technology that allows customer mapping and data aggregation. Based on this actual data produced by the single customer, Propixious runs data analytics models that mine information and present in four main ways:
- Mapping in-store movement, creating visual maps and charts to clearly illustrate shopper movement and expose the paths customers take through stores, where they spend the majority of their time and what product lines they show most interest in.
- Helping retailers know their customers through an understanding of the target market segment that buys which products, and when, and what influences their purchase.
- For managers of shopping malls, being able to map footfall gives them information they can use to increase profitability and maximize rent for retail space.
- Helping retailers optimize their marketing campaigns to generate the highest level of foot traffic and bringing passers-by into the store.

The benefits.

The accurately targeted campaign paid off with an higher conversion rate than for past campaigns. By populating the mall’s CRM, the marketing department gained a deep understanding of the customers and was able to talk to them as individuals. Replying to customer questions and other interaction increased their loyalty. To reinforce the loyalty, targeted discounts were offered.

For example, when a young man named John arrived at the mall he was invited to download the mall’s mobile app and receive an incentive reward of a free coffee. The app invited John to express his preferences and interests. John indicated he wanted communication about sports clothing. Two weeks later, he received an email with an official Nike promo code for an upcoming sneaker release. John purchased the sneakers in the mall and was pleased to be one of the first to have those shoes. Now he is not just strolling through the mall, John has a bounce in his step and a smile on his face.

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