How to revolutionize brick- and and-mortar retail industry with big data analytics? April 20, 2015
Agenda • T apway Introduction & Why We Do What We Do • T echnology Overview • In-store Analytics for Retail Chains • Shopper Intelligence for Malls • Connecting with Consumers • Proximity Marketing • The Future
T apway Introduction We have been featured on : We help you make informed decisions & improve customer experience Retail Outlets Visits Duration Loyalty Purchase Traditional Retail tracking has Traffic Counter Sales Data Comprehensive - i.e POS system Solutions
Personalized
Generic, Not Personalized
Average mall 9.8 Each shopper 82 receives around averages approx. million visitors per year mins per visit Shopping centres conduct market surveys once or twice a year, and collect around 750- 2500 responses. Industry is only collecting data on of its shoppers <0.03%
360˚ Platform ENGAGE CONNECT ANALYZE • • Count (People Counting Analytics) • Guest WiFi services Proximity Marketing / • • In-store Analytics (for retail chains) Loyalty program CRM Platform • Customer Segmentation & sign-up Cohort Analytics • Zonal Traffic Analytics • Heatmap & Cross Shopping • Sales Analytics
How It Works Device ID is Shopper with irreversibly WiFi sensor smartphone encrypted & detects walks by or into stored in cloud smartphone store Add other data such as POS + traffic counters + digital signage Apply data quality control Access data via dashboard
Strengths Weaknesses • Relatively cheap • Inaccurate with high traffic volumes • Simple installation • Can be blocked by customers standing • Low power consumption in entrance • May be negatively affected by sunlight IR Beam • Cannot accurately measure people • Bi-directional counting • Unaffected by shadows, background standing still / in line • Accuracy affected by high ambient objects, ambient light levels • Can cover large entrances temperature Thermal • Large size – visible to customers • Proven technology, low bandwidth • Doesn’t detect unique visitors • Highly accurate • Couldn’t locate visitors • Bi-directional, filters out objects, determines height Our technologies Video • Suitable for various environments • Detects only customers with • Low-cost, rapid deployment • Readily available in most stores smartphones and active WiFi • Location accuracy relatively low, • Detects unique visitors WiFi • Able to locate visitors although sufficient • Lowest cost, fastest deployment • Adoption is very low – limited • Battery-powered datasets • Enhanced experience for customers • Limited to customers who Bluetooth / iBeacon with mobile apps downloaded the mobile app
Benefits for Retail Chains
Benefits for Shopping Malls
TENANT SALES SHOPPER TRAFFIC SHOPPER FREQUENCY SHOPPER DWELL SHOP VALUE INDEX
Dive into each designated zone and analyze shopping behaviour (dwell time, new vs repeat shoppers, total shoppers etc) for each zone Get instant comparison on which zone is performing better Know where and when is your hottest zones in one glance
Example: Why is shopper dwell important for retail? Sales are always closely correlated with shopper dwell as you can see from evidence below. If mall management can monitor or influence shopper dwell, they can increase sales.
Find out the makeup of your customer segments (i.e. % of shoppers not seen in >3 months) Discover your die- hard fans What are your customer demographics? Adult female?
Footfall / Exposure How many customers are exposed to your marketing campaign? Attention Time How much time customers spend looking at the campaign? Demographics Who are the customers (age and gender)?
Adaptive Advertising Show people what they want to see. Display specific messages depending on the appearance of a certain demographic profile.
A highly in-depth analysis about shopper movement within your location Discover your shopper’s interest & synergies between categories (Do people eat before going to hypermarket? Do they go to meat department before going to fashion?) Analyse number of times shoppers make stops in your location. The more shoppers stop, the more they will potentially buy.
Discover your shopper movement throughout the day. Where are the hot spots in the morning? Where are the cold zones at night? How do we improve tenant mix to optimize traffic flow?
Step 1: Shoppers connect Step 2: Engage with Real-time to your Free WiFi Promixity Marketing
Connect with Guest WiFi Did you know that 77% of consumers spend more time in venues with WiFi and 63% spend more money? T apway transforms your WiFi network into a powerful marketing asset that builds your customer database, promotes your business and collects valuable insights.
Up to 3 slider images for advertising Setup & Promote Your Brand Your logo Your splash page is the custom portal through which guests connect to your Guest WiFi. We provide you with the tools to make it your own. Mobile-first Style to match your brand Choose your authentication Advertise your promotions methods using and products Facebook, Twitter, SMS, Email or by Redirect to a website of your Code choice upon authentication
Great Advertising Platform Our slider ad space works great on mobile, tablet and desktop PCs, allowing for We allow coupons and other offers to be interactive content like videos as well as displayed on a widget attracting attention static images. from customers right away.
Boost Social Presence We help boost your social media presence by allowing your customers to connect with their Facebook and Twitter accounts and interacting with our unique social media widgets. Allow Facebook Check-in at your location Facebook, Twitter and Instagram widgets are automatically added to Success page when respective accounts are connected Allow your connected customers to like your Facebook page, follow you on Twitter and Instagram after sign-in
Engage with Campaigns Location-based marketing is quickly becoming an essential part of every retailer's business strategy. 72% of consumers are more likely to respond to marketing messages when they are received within sight of the retailer.
Personalized, Hyper-T argeted Messaging Location-based marketing is no longer exclusive to big corporations. T apway has made it accessible and affordable for everyone. REAL-TIME CAMPAIGNS Reaching customers on the go is more important than ever before. Real-time campaigns literally puts your marketing messages in the palm of your customer's hand. GLOBAL CAMPAIGNS Global Campaigns allows you to reach customers who aren't in your venue. Quickly and easily notify all your customers of a flash sale or spur-of-the- moment promotion, automatically push incentives for customers to return to your if store they haven't visited in a while, and more.
TARGET SEGMENT T arget your campaigns to specific segments based on gender, age, their number of visits and their interests. CONTACT METHODS Choose how you want reach your customers (email and SMS), and the order of precedence. 3RD-PARTY INTEGRATION Want more control? T apway can also send your server a message when known visitors enter or exit your venue, providing you with the info to integrate Campaign pushing into your own applications, digital signage and more.
Example Use Cases You create a Real-Time She is sent a push after being Sara enters your venue Campaign targeting determined as a visitor with a for the first time. females who are new visitors. discount for her first time. You create a Global Campaign Our logic determines that John is sent a push with targeting visitors who haven't been a past visitor, John, hasn't an incentive to visit again. seen for 30 days. been seen for 30 days.
Loyalty Program Card App App iBeacon Tapway • No loyalty cards required • No card reader required • No app downloads required • Provides contextual personalization based on shopping behaviour
The Ideal Future
ANALYZE CONNECT ENGAGE
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