Township Mall Shopper Marketing In the challenge lies the opportunity… Chris Cochrane, MD Xpertek Contact @XpertekC Raymond Buckle, CEO Silverstone @HelloMobile Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
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Township Mall Shopper Marketing
In the challenge lies the opportunity…
Chris Cochrane, MD Xpertek Contact @XpertekC
Raymond Buckle, CEO Silverstone @HelloMobile
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
MOBILE CUSTOMER
ENGAGEMENT
IN YOUR MALL
PROMOTE YOUR
TENANTS’
SPECIALS
Including all your special offers, promotions and
discounts
YOUR TENANTS
MAKE MORE
SALES
We’ll help you reach more customers than ever before
RUN
EXCITING
COMPETITIONS
Incentivize customers to share and spread the word
in order to win big!
Award points for any activity you choose! Prize Voucher can be exchanged for value in store!
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek /
McCormick
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
Combine Mobile with Traditional Engagement
in a shopping environment
We incentivize and reward shopper spend with a traditional spend to win competition, but ramp it up by
using the strength of mobile first customer engagement to create an exciting experience for shoppers
In doing so we create immediate and future monetization opportunities by building a database of opted-in
shoppers who we can engage and reward for shopping
Customers are engaged in the mall with promoters,
a big screen, music and WiFi
WiFi provides a passive data collection channel
that allows customers access to specials,
promotions and games
In the future WiFi then provides a real-time location
based engagement channel
To DeliverMall Promotion
Free Wi-Fi Activation and Onboarding
Mall and Tenant
Engagement Platform
Promoters to capture Shopper Receipts
Big Screen –Spin the Wheel
promotional Game
Instant Airtime and Promotional Prize Give-
aways
Integrated Vouchering
Solution Elements
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
Exposure and Awareness 1
Feet to Store /
Purchase Intent2
Shopper Engagement and
Entertainment3
Sales Lift4
Shopper Loyalty and
Rewards 5
Database6
Data and Insights7
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
Promoter App to capture receipts and
onboard shoppers into CRM platform
Tablet / Laptop Mobile Phone
Allows:
• Promoter Check-in/Attendance
• Shopper Onboarding
• Activation SMS
• Receipt Capture
• Airtime/Voucher Distribution
It is:
• Secure
• No Hardware Required – Works
on any Phone
• Real-Time Promoter Performance
Management
• Real-Time Results
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek /
McCormick
Shoppers are rewarded with airtime and gifts
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
Mayfield Square
Location: Benoni, Gauteng
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek /
McCormick
The Pilot – December 2016
Township Shoppers are mobile first
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek /
McCormick
Unique Visitors per Day
This graph shows the massive
potential for engaging shoppers in
the malls. The average unique
visitors per day for each mall was:
CHC - 4612
OHB - 1855
MYF – 1399
These are shoppers who we could
potentially engage with tenants
specials once we on board them.
There was a clear drop in traffic on
Christmas Day across all 3 sites.
There was a spike in foot traffic
around the public holiday n the
16th and on Christmas eve.
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Chris Hani Crossing Mayfield Square Olievenhout Plaza
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek /
McCormick
The Wi-Fi Numbers
• The WiFi has shown promising adoption. Industry average is 3 new users per day – we have achieved 10+.
• Chris Hani and OHB show great potential for growth, with 156,018 and 58,387 unique WiFi Enabled Devices
detected at the WiFi hotspots.
• Shoppers that logged in to the WiFi visited on average 2.5 X more often than those who did not – showing
that the WiFi is lure to get shoppers to return to the mall
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek /
McCormick
Visit Frequency
This data is for the period 1
Nov 2016 – 12 January
2017.
On average across the 3
malls 58% of shoppers only
visited the mall once, with a
further 19% visiting only
twice. This represents an
opportunity to influence
behaviour and increase visit
frequency in a large portion
of the customer base.
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
1 2 3 4 5 6 7 8 9 >10
Chris Hani Crossing Mayfield Square Olievenhout Plaza
Number of visits
Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek /
01 : Premier Existence : Affluent Aging Farm Owners
Financial Affluence Segments
Commercial in Confidence. All Rights Reserved Silverstone.Solutions
Enduring Adversity
1.64%
3.34%
2.51%
6.15%
0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00%
13 : Enduring Adversity : Fortunate Young Males
12 : Enduring Adversity : Typical Newly-Weds
11 : Enduring Adversity : Managing Resources
10 : Enduring Adversity : Traders
Financial Affluence Segments (Expressed as Percentage of ~23m Economically Active South Africans)
FEDCBA
3,137,200 individuals - 14% of economically active individuals in SA
E
Enduring
Adversity
10
Traders
• Traders are primarily single, semi-skilled or unskilled people who are perhaps self-employed out of necessity.
• Fewer than 35% of Traders are married, though many may be supporting a single child or a couple of
children.
• Over 70% are aged between 30 and 55.
• Most Traders live in rented accommodation with less than 35% owning their own homes.
• Earning an average income, the individuals amongst this type are likely to be renting in neighbourhoods close
to where they practice their trade.
• These houses typically range from townships to middle-class suburbs in densely populated low-cost
neighbourhoods. Some in this type will share accommodation to help reduce bills.
• The choice of this type of accommodation is generally an interim measure until their take-home pay
increases and they can afford to move to better neighbourhoods or purchase their own property.
• Fewer than 20% of Traders have a credit card, but more than 50% appear to have a retail store card.
• Due to their self-employed status formal credit may not be easily accessible for this group.
• Over 50% of Traders have an unsecured loan, and with fluctuating wages it is possible that short-term loans
are heavily relied upon for day-to-day living expenses.
• The remainder are likely to be working to live within their means.
• Very few Traders are digitally enabled.
Commercial in Confidence. All Rights Reserved Silverstone.Solutions
FEDCBA
1,414,500 individuals -
6.27%
Commercial in Confidence. All Rights Reserved Silverstone.Solutions
We managed to match and enrich 80% of sample records
with valid name, surname and phone numbers
Added:
• Age
• Gender
• Ethnicity
• Company Directorship
• Home Ownership
• Home Telephone
Exchange
• Best Location
Estimate
• Wealth Index
• Marital Status
• Financial Affluence
Segment
• Estimate Income
Individual Record Matched QA Required to ensure no false positives
Under 18 18-24 25-34 35-44 45-54 55-64 65+
MALE 0% 1% 10% 11% 9% 5% 4%
FEMALE 0% 2% 16% 17% 12% 6% 5%
0%
5%
10%
15%
20%
25%
30%
Commercial in Confidence. All Rights Reserved Silverstone.Solutions
Age Groups with Gender / Ethnicity
10,800 , 58%
7,815 , 42%
Gender
FEMALE MALE
16,435
1,723
185
156
108
BLACK
WHITE
MIXED
INDIAN
COLOURED
Ethnicity
# Column Labels
Row Labels LSM 03-04 LSM 05 LSM 06 LSM 07L-07H LSM 08L-08H LSM 09L-09H LSM 10L-10H Unknown Grand Total
Under 18 0% 0% 0% 0% 0% 0% 0% 1% 1%
18-24 1% 0% 1% 0% 0% 0% 0% 0% 3%
25-34 7% 0% 13% 3% 1% 1% 0% 1% 26%
35-44 7% 0% 13% 3% 3% 1% 1% 1% 28%
45-54 5% 0% 7% 3% 3% 1% 1% 1% 21%
55-64 3% 0% 3% 2% 1% 1% 1% 1% 12%
65+ 1% 0% 2% 2% 1% 1% 1% 1% 10%
Grand Total 24% 2% 40% 13% 8% 5% 3% 5% 100%
Commercial in Confidence. All Rights Reserved Silverstone.Solutions
Age and LSM Profile & Income Heatmap
# Income
Row Labels R 1000 - 2999 R 3000 - 4999 R 5000 - 6999 R 7000 - 8999 R 9000 - 10999 R 11000 -12999 R 13000-14999 R 15000-16999 R 17000-20999 R 21000-23999 R 24000-25999 R 25999-32499 R 32500-34999 R 35000-40999 R 41000+ Grand Total