Case 3.

The mega mall with a diverse and robust customer relations and marketing team.


A large anchor tenant in the mall already had a corporate loyalty card, but they felt frustrated because their store was underperforming other locations in malls with smart shopping services. Using their own franchise marketing resources, they had done all they could, but they were wondering what help they could get from the mall.

They wanted the mall marketing team to modernize their campaigns and to go digital. Then their own loyalty card could be featured on the mall’s mobile customer app. The idea was to involve all the other mall tenants with a virtual loyalty program that awarded points and prizes from all the stores. The smaller stores in the mall loved this idea, too, because they could not afford a loyalty program on their own, anyway.


Use the CRM platform, including all the modules from Cases 1 and 2 to compare marketing campaigns, analyze tenant performance, predict rental revenue and better understand the specific needs and desires of their customers. Introduced the Virtual Fidelity Card, Social Network Integration, E-Commerce and Smart Parking modules.

The mall became truly “smart” and created an enjoyable new customer experience. When we implemented the Virtual Fidelity Card in the app, the same app was used for a basic e-commerce solution, including merchandise reservation (to get the latest Nike sneakers) and home delivery. The app also included a smart parking module, offering an exclusive parking zone for premium customer treatment. As more and more customers used the app, prizes were awarded. Many customers eventually became highly valued, premium customers.


Modules Used in This Case Study

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 malls to translate the management strategies into popular apps. Apps create generous amounts of valuable information used for segmenting and profiling customers.

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: Combining online and offline commerce benefits customers and retailers.

The e-commerce concept, where a mall combines online and offline shopping under one roof, is not so futuristic anymore.

For example, a customer could browse and purchase a product in-store and arrange home delivery online. The customer continue can shopping in the mall, enjoy a meal or take in a movie without having to carry bulky shopping bags. The retailer benefits as well by saving on storage space since fulfillment would be done at the back end of the warehouse.

Online-to-offline shopping is already a trend that is enabling physical retailers to extend their reach to customers through the Internet.

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: Simplify the customer’s journey to the shopping center.

Along with the shopping mall environment, atmosphere, coziness, tenant mix and accessibility, research shows that something that strongly affects the shopping experience and satisfaction is ease of parking. It is a fundamental concern when planning and developing any shopping mall. The Propixious solution allows customers to check parking availability in real time, to reserve privileged area access and to navigate easily to any assigned space.

Summary: Integrate social media into your Customer App and your CRM for a total solution to building an online community.

Sales increase when your services interact with your community on social media platforms. When a tweet, a YouTube video or a photo on Facebook is shared, people share their emotions, status and desires, often telling friends how much they like your products and businesses.

Build social media into your Customer App to expand customer service and build an online community for your mall. Then get valuable feedback by monitoring all social media interactions about your mall, even between your customers and others.

Propixious provides easy monitoring of content across all available social media platforms.

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.

Summary: A mall loyalty program creates a strong bond between customers, the mall and all the mall tenants. A virtual program provides a shopping experience that is unique to each customer.

Regardless if some of the mall tenants already have their own loyalty program, running a mall-wide loyalty program will benefit all mall shops -- small, medium and large. And a mall’s loyalty program can also incorporate programs of any individual shops, thereby enhancing the program for everyone. Propixious suggests implementing a mall-wide loyalty program in a virtual/digital way as part of the smart mobile customer app.

Here are examples for how a virtual fidelity card in the customer app can work:
- Customize by type of mall and incorporate any fidelity card of the tenants.
- Send push notifications or promotional information.
- Insert brand, product and service searches, among other searches.
- Include smart parking or other appealing services.
- Allow an integration with major social networks to enable experience-sharing as well as customer service interaction.
- Encourage app utilization by integrating the gamification of promotions.
- Allow contactless payment by smartphone.

Propixious works with marketing experts at shopping malls to translate the management strategies into popular apps. Apps create generous amounts of valuable information used for segmenting and profiling customers.


The customers at this innovative mall started returning more often and staying longer in the mall, shopping, dining and watching a movie. They did not have to carry their large purchases which they easily arranged to be delivered home for them. The “smart,” premium customers loved finding a convenience parking space easily. All customers enjoyed winning prizes with the trivia contest on the mall’s customer app. News of the mall’s grand prize giveaway started trending on Facebook and Twitter when everyone started posting pictures and telling friends to hurry into the mall before the next drawing. Not only did the consumers enjoy their time in the mall more than before, the marketing team felt so much more confident planning their campaigns. This was because they now knew exactly when and where the shoppers moved through the mall. They now knew when to schedule promotions, where to move certain tenants, and what kinds of prizes their smart customers most wanted. No more head scratching and just hoping for the best.

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