IT-factory solutions and products for shopping centers based on indoor navigation and localization using beacons: promotions and mobile coupons, shopping assistant and schemes of movement.

1. Omnichannel
Marketing for
shopping center

2. Solutions and products
Promotions and
mobile
coupons
Shopping
assistant
Schemes of
movement

3. Omnichannel: managers needs
Property
Manager
Marketing
Manager
The system allows you to answer the following questions:
• How to maximize rental income?
• How to improve cooperation with tenants in order to achieve even more
attractiveness for customers?
• Are there places where the potential could be used better?
The system allows you to answer the following questions:
• How to attract customers: both new and permanent customers?
• How to increase the impact of marketing efforts by tracking specific behaviors and
specific customers (highly personalized segmentation)?
• How to customize a campaign to specific customer shopping preferences?
• How to influence the decision about purchases?
• How to make customers spend time at the shopping center instead of elsewhere?
• How to sell the customer more products and increase their loyalty and brand
loyalty?

4. Single Channel Multi Channel Cross Channel Omnichannel
Omnichannel marketing
Customer needs are identified and met
by different, unconnected channels of
communication.
Customers needs are identify and met
by one channel of communication.
Customer needs are identified and met
by connecting several communication
channels into one.
Customer needs are identified and met
by a multiple channels of
communication simultaneously.

5. Shopping interest in shopping centers
Distance from
store0 m
(Location Score Index 2014)
Distance from store vs. shopping interest
37%
100 m
11%
30%
1000 m
17%
10 km 25 km

6. Brand recognition
Spending more time at the shopping centre
Frequently visited shopping center
Awareness of purchases
73%
61%
60%
61%
Omnichannel - increase sales and incomes
Macy’s example:
Source: [Macy’s 2014 Annual Report]
0.7%
2013 2014
4.4%
Incomes
Start campaign
Omnichannel
2012
The impact of beacons:

7. Location and navigation
Navigation to shopping center,
location (GPS)
Navigation inside shopping
center, location (WiFi / Beacon)

8. Oferta Omnichannel
Informations
about
customers
Informations
about stores
Informations
about offer
What we analyze What gives Omnichannel
• Demographic data
• Location
• Favourites: offers, promotions, coupons, stores
• Searching promotions, usage of coupons
• Social media profile
• More often and less frequented places
• Longer and shorter visited places
• The number of new and regular clients
• The average time spent in the store
• Time and place of greatest traffic
• The order of visited stores
• The number of customers lead to the shops
• Sent PUSH message
• Displayed or canceled informations
• The number of customers lead to a specific offer
• Adding to favorites: offers, promotions, coupons
• Places of actions: at the shopping center/ store, outside the shopping
center/ outside store
• Used communication channels: online, mobile
• Customer segmentation
• Schemes of customers movement (inside and outside the shopping center)
• Analysis of buying preferences
• Details on how to make buying decisions
• Analysis of consumers' interests
• Analysis of the attractiveness places and stores
• Ranking the most and least visited stores
• Shopping correlation analysis. eg. planning promotions: - how many % of
customers store A is also customers store B
• The data for planning the layout and arrangement of stores
• Analysis of the effectiveness of promotion and information campaigns
• Analyses of interest and attractivness offers
• Analysis of the most popular purchase categories
• Analysis of buying behavior: showrooming, webrooming
Business
intelligence

9. Bluetooth Beacons - just stick to the
wall or ceiling
Beacons send signals about presence to
smartphones
The smartphone receives the signal and
dedicated application provides services based
on the location of stores
Omnichannel Beacon marketing: scheme of working
Android + IOS
Effective Beacon marketing requires a dedicated application

10. Promotions and coupons

11. Promotions and coupons Omnichannel: description of working
Integration with social
media
Analysis of the
effectiveness of
promotions and coupons
Displaying messages with
promotions and coupons
Search engine of
promotions and coupons

12. Promotions and coupons Omnichannel: PUSH massages
• 97% of people reading the PUSH messages
• Push messages with text, pictures and video
• Control messages based on user preferences and location - direct and
dedicated campaigns
• The mobile application for iOS and Android allows you to receive push
messages

13. Business intelligence
It analyzes the available data, creates
information and provides new knowledge
online
In shop -
offline
mobile
Promotions and coupons Omnichannel: online/mobile/offline
Beacons in shopping center
connecting the offline world (traditional
shops) with the online world
Online catalogue
digitization of promotional newsletters shopping centers and tenants
on the Internet and smartphone - does not require installing an
application. It allows you to view promotional offers, and
recommending shops, promotions, coupons for social media profiles
Mobile application
navigation inside the shopping center allows you to
search and use promotions and coupons.
Integration with the Facebook profile.
omnichannel

14. What we analyze What do we get
• Displayed or canceled PUSH message
(containing text, photos, or also video)
• Adding to favorites
• Places of actions: in the shopping center, in
store, outside the shopping center
• Used communication channels: online, mobile
Increasing the efficiency of moderating customers
behavior of shopping center by:
• Context promotions and coupons
• Customer segmentation
• Buying preferences
• Analyses ways how customers make buying
decisions
• Analysis of consumers' interests
Promotions and coupons Omnichannel: benefits
Business
intelligence

15. Analysis of the effectiveness of promotions and coupons:
• Number of sent PUSH messages
• The number of displayed or canceled information
• The number of customers led to a specific offer
• The number of promotions added to favorites
• Places of actions: at the shopping center, store, outside the shopping
center, store
• Used communication channels: online, mobile
Promotions and coupons Omnichannel: examples of use

16. Analysis of customer behavior in social media:
• Number of likes shopping center, offers, promotions on
Facebook
• Check-in shopping center on Facebook
• Buyers sharing information about promotions, coupons on
Facebook
Promotions and coupons Omnichannel: examples of use

17. • Offer customize to specific customer preferences on the basis of analyze:
• The use of mobile application (mobile)
• The use of online catalogue (online)
• Location in the shopping center (offline)
• The customer receives notifications about products related to purchased
before, thanks to intelligent algorithms analyzing data about purchases
• Cross selling provides reinforcement of sales
Promotions and coupons Omnichannel: cross selling

18. Shopping assistant

19. Shopping assistant Omnichannel: description of working
Displaying promotions
and coupons
Legible location in the
stores
Navigation to the
shopping center
Indoor and outdoor
campaigns

20. • Easy finding new shops and products
• Convenient getting to stores and car
• Simply finding particular product
• Easy finding outputs, ATM’s, toilets
• Short time finding particular stores and
products
• Legible locating yourself in shopping
center
* The Shopping Mall, A Study on Customer Dissatisfaction, Baker Retailing Initiative
Shopping assistant Omnichannel: customers needs
Number of clients
35%
20%
19%
17%
14%
10%

21. Sex
Age
Range
Time
Interests
Man
35-40
2 km
16.00 – 18.00
Sport
Place Powsińska
Shopping assistant Omnichannel: outdoor campaigns - example
Segmentation
Description
Location of campaign
Effect
Adam (age 35) after leaving the work
receives message on his smartphone
about sales of bicycles in nearby
shopping center. The application leads
him to the store.
Business intelligence
Analysis business rules, selects customers,
informs, analysis action, improves efficiency

22. Segmentation
Description
Location of campaign
Effect
Shopping assistant Omnichannel: indoor campaigns - example
Megan (age 30) during afternoon shopping in
shopping center receives messages on her
smartphone about new lipsticks collection at
the entrance to the shopping center and 20 m
from the Sephora store.
Sex
Age
Range
Time
Interests
Woman
30-40
20 m
12.00 – 20.00
Beauty
Place Sephora
Business intelligence
Analysis business rules, selects customers,
informs, analysis action, improves efficiency

23. Shopping assistant Omnichannel: loyalty program of XXI century
We analysis
1 The number of visits
2 The numer of visited shops
3 Time spent at the shopping center, supermarket, shop
4 Used promotions or coupons (display promotions at the cash register in
stores)
5 The value of used promotions or coupons
6 Shopping paths
Loyalting by
1 Rewarding visits the shopping center
2 Rewarding visit the shops
3 Time spent at the shopping center, supermarket, shop
4 The frequency of purchases and using coupons
5 The amount of completed purchases with using promotions and coupons
6 Going around the shops recommended by the shopping center
Business intelligence
Analysis location and purchasing data,
creating new approach to loyalting
customers.

24. • POS’es in stores – collecting data about value of purchases
• Plastic cards – connection cart readers with dedicated additional information input panel
• Digital Signage: telebims, LCD panels, LED screens – interactive, dedicated informations
presented on screens based on buyer’s location within easy reach to the screen
Shopping assistant Omnichannel: solutions XXI century immediately
Integration with:
Photos from the film Minority Report,
20th Century Fox 2002

25. Schemes of movement

26. Schemes of movements Omnichannel: description of working
Location outside stores
Location inside stores

27. What we analyse What we get
Analyse of customers movement based on
location:
• Outside (GPS)
• Inside (WiFi, Beacony)
Customers movement diagrams
Aggregated data:
• demographic
• social viewed promotions, favourites
• The possibility of using information form
the system to develop targeted BTL
marketing campaigns (promotional
newsletters, leaflets) eg. to areas where
clients go to the competition
• Including information in planning
strategy and optimization locations of
new stores
Schemes of movement Omnichannel: Business Intelligence

28. • Identification of customers schemes of movement
and paths that customers passed on the way to the
store (the competition)
• Determine the frequency of purchases
• Analysis of the distance of the purchasing
• Possibility of managing direct BTL campaigns at
specific locations
Staying in area
More rarely walk to the competition
Equally often walk to the competition
More often walk to the competition
Detection of the anomaly - possibility of directing
the campaign to customers frequenting to
competitions supermarkets, in spite of the near
distance
Benefits Visualisation of the range
Schemes of movement Omnichannel : outdoor paths

29. • Identifying schemes of customers movement (inside center)
• Data concerning manners of making purchase decisions
• Analysis of attractiveness places and shops
• Ranking of shops most often, most rarely frequented
• Analysis of purchase correlation e.g. for planning promotions:
- how many % customers of the shop A are also customers of the
shop B
• Data to planning the layout and arranging shops
Benefits Visualisation of paths
Schemes of movement Omnichannel: indoor paths

30. Benefits Heatmap Visualisation
• Data enabling the differentiation of rental prices, maximization
of the incomes
• Identification of attractiveness of places and shops
• Identification of areas most often, most rarely frequented (in time
intervals e.g.: 12.00-12.30)
• Data to optimization the layout
• Data to promoting shops (also positioning in the mobile
application)
• Understanding the behaviors and habits of customers
Schemes of movement Omnichannel: indoor heatmap

31. For the store

32. Omnichannel for the store: example
Dedicated mobile
application
Navigation to stores from the
outside (GPS) and inside the
shopping center (Beacon, WiFi)
Coupons, promotions,
PUSH messages
Integration with social
media

33. Omnichannel in store: example of use
What the shop receive
• Mobile promotions and coupons
• Statistics and analysis of purchase preferences
• Integration with social media
• Www catalogue (connected with a mobile application)
• Dedicated mobile application
• Beacons in the shopping center
• Intelligent tool cross selling
• Shopping assistant
• Indoor, outdoor promotional campaigns
• Leading customers to the shopping center and individual
stores
• Schemes of movement
• Paths: indoor, outdoor, heatmap
What the customer receive
• Mobile promotions and coupons
• List of favourite for simple searching
• Convinient online catalog – purchase planning (favourites from the
catalog online appear in the mobile application)
• Recommended offers adapted for purchase preferences
• Shopping assistant
• Information about the newest promotions and offers
• Location and leading to shopping center and specific stores
and offers
• Location products based on shemes of movement

34. Customer Care

35. Omnichannel : customer care
Conducting a campaign
Analysis of the effects and
of indicators
Developing strategy
Omnichannel
Analysis of customers,
segmentation, preferences
Keeping the solution, service,
guarantee

36. Omnichannel marketing: agile marketing
Planning
Choice of the target group
Plan of using Omnichannel tools (mobile, online, offline)
Design
Conducting an Omnichannel campaign among purchasers and tenants
Starting
Measurement of indicators
Analysis of behaviours of the target group, np:
- what channel the user came from (mobile, online, offline),
- where users perform action (location)
- which version specifically he clicked
- how many users registered
- how many users added to favourite
- How many users recommend friends
Develop the communication to tenants
Develop the communication and the promotion to purchasers
Develop the content for the campaign
Analysis
Strategy Developing a short-term strategy of Omnichannel action
Conclusions
Update of using individual Omnichannel tools for the specific target group
Update of patterns of behaviours
We are cooperating in marketing
campaigns, we are adopting agile
techniques (agile) ensuring quick
reactions to the customers behavior.

37. Contact
PHD Mariusz Jednoralski
CEO
mariusz.jednoralski@it-factory.pl
IT-factory sp z o.o.
00-666 Warszawa, ul. Noakowskiego 4/8
tel. +48 501307950
skype: jednomar