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Mobile First Township Shopper Marketing with @SilverstoneLive

Township shoppers are mobile first and savvy. By using Wi-Fi as an activation and tracking platform; SMS Short Code, QR Codes and Promoters for activation - and SMS and Mobile Web as the Engagement medium - we have seen some amazing results in driving shopper spend in Township Malls with the McCormick Property Group. Airtime Credit Rewards and wi-fi data is a currency that drives engagement at scale.

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Mobile First Township Shopper Marketing with @SilverstoneLive

  1. 1. 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
  2. 2. MOBILE CUSTOMER ENGAGEMENT IN YOUR MALL PROMOTE YOUR TENANTS’ SPECIALS Including allyour special offers,promotions and discounts YOUR TENANTS MAKE MORE SALES We’ll help you reach morecustomers thanever before RUN EXCITING COMPETITIONS Incentivize customers toshareand spread theword inorder towin big! Award points for any activity you choose! PrizeVouchercanbeexchangedforvalue instore! Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  3. 3. Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  4. 4. 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
  5. 5. To Deliver Mall 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 Awareness1 Feet to Store / Purchase Intent 2 Shopper Engagement and Entertainment 3 Sales Lift4 Shopper Loyalty and Rewards 5 Database6 Data and Insights7
  6. 6. 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
  7. 7. Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  8. 8. Shoppers are rewarded with airtime and gifts Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  9. 9. Mayfield Square Location: Benoni, Gauteng Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick The Pilot – December 2016
  10. 10. Township Shoppers are mobile first Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  11. 11. 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. 0 1000 2000 3000 4000 5000 6000 7000 8000 11/1/16 11/3/16 11/5/16 11/7/16 11/9/16 11/11/16 11/13/16 11/15/16 11/17/16 11/19/16 11/21/16 11/23/16 11/25/16 11/27/16 11/29/16 12/1/16 12/3/16 12/5/16 12/7/16 12/9/16 12/11/16 12/13/16 12/15/16 12/17/16 12/19/16 12/21/16 12/23/16 12/25/16 12/27/16 12/29/16 12/31/16 1/2/17 1/4/17 1/6/17 1/8/17 1/10/17 1/12/17 Chris Hani Crossing Mayfield Square Olievenhout Plaza
  12. 12. 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
  13. 13. 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
  14. 14. Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick Participant Over Period 25- Nov 26- Nov 28- Nov 30- Nov 01- Dec 02- Dec 03- Dec 04- Dec 05- Dec 06- Dec 07- Dec 08- Dec 09- Dec 10- Dec 11- Dec 12- Dec 13- Dec 14- Dec 15- Dec 16- Dec 17- Dec 18- Dec 19- Dec 20- Dec 21- Dec 22- Dec 23- Dec 24- Dec Nov Dec Chris Hani 21 35 12 25 38 21 38 26 9 9 9 18 27 28 17 15 26 35 10 24 29 33 23 13 Mayfield Square 2 67 106 45 55 47 42 67 58 43 29 39 38 45 35 39 33 16 34 45 37 34 13 17 Olievenhout Plaza 12 104 183 22 0 20 40 60 80 100 120 140 160 180 200
  15. 15. Participants: 2050 Sum of Receipts: R916,720 Airtime Given Out: R13 250 Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick Real Results
  16. 16. Top 20 Merchants Across Malls Shoprite Pick n Pay Truworths Webbers Meat World Total Sports Studio 88 Ackermans Sportscene Nike Roots Edgars Jet Pep Identity Markams Mr Price Egoli Fashion Nizaams Edgars Active Total R307,795 R137,652 R49,200 R41,302 R36,840 R34,670 R33,995 R31,708 R30,655 R22,757 R22,470 R21,838 R21,827 R21,511 R20,579 R17,399 R16,826 R16,569 R15,999 R15,129 R- R50,000 R100,000 R150,000 R200,000 R250,000 R300,000 R350,000 AxisTitle Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  17. 17. Rewards Issued By Day R65 R80 R55 R70 R40 R105 R1,380 R290 R640 R480 R365 R605 R585 R1,645 R460 R480 R805 R1,825 R1,265 R760 R390 R265 R425 R170 R- R200 R400 R600 R800 R1,000 R1,200 R1,400 R1,600 R1,800 R2,000 25-Nov 26-Nov 28-Nov 30-Nov 01-Dec 02-Dec 03-Dec 04-Dec 05-Dec 06-Dec 07-Dec 08-Dec 09-Dec 10-Dec 11-Dec 12-Dec 13-Dec 14-Dec 15-Dec 16-Dec 17-Dec 18-Dec 19-Dec 20-Dec Nov Dec Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  18. 18. Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick Follow On – 17 to 26 Feb 2017 Diepsloot Square and Tsakane Mall
  19. 19. Township Shoppers are mobile first Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  20. 20. Participants: Results Sum of Receipts: Airtime Given Out: 970 R623,611 R7,535 2017-02- 17 2017-02- 18 2017-02- 19 2017-02- 20 2017-02- 24 2017-02- 25 2017-02- 26 Diepkloof Square 44 46 16 3 59 18 Tsakane Mall 107 121 86 193 94 183 0 50 100 150 200 250 Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  21. 21. Receipt Submission Over Period, By Mall R38,016.70 R24,357.94 R8,063.53 R1,250.00 R33,548.25 R10,530.72 R79,122.00 R67,892.00 R51,842.00 R127,775.00 R65,761.00 R115,452.00 R- R20,000.00 R40,000.00 R60,000.00 R80,000.00 R100,000.00 R120,000.00 R140,000.00 2017-02-17 2017-02-18 2017-02-19 2017-02-20 2017-02-24 2017-02-25 2017-02-26 Diepkloof Square Tsakane Mall Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  22. 22. Average Receipts Over Period R603.81 R461.25 R530.14 R250.00 R541.35 R641.11 R571.54 R- R100.00 R200.00 R300.00 R400.00 R500.00 R600.00 R700.00 2017-02-17 2017-02-18 2017-02-19 2017-02-20 2017-02-24 2017-02-25 2017-02-26 Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  23. 23. Top 20 Merchants Across Malls R113,860.00 R101,768.00 R46,558.01 R40,614.62 R35,731.00 R21,827.98 R20,405.00 R20,370.00 R20,322.00 R16,611.00 R16,126.53 R12,996.00 R12,381.00 R11,604.00 R11,485.00 R11,043.00 R9,400.00 R8,711.00 R7,801.00 R7,000.00 R- R20,000.00 R40,000.00 R60,000.00 R80,000.00 R100,000.00 R120,000.00 Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  24. 24. Big Data Insights Opportunity: Shopper Data Enrichment Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  25. 25. Financial Affluence Segments Defined Representing 23m Economically Active South Africans Commercial in Confidence. All Rights Reserved Silverstone.Solutions 6% 5% 5% 6% 14% 64% A Premier Existence B Discerning Achievers C Comfortable Existence D Challenging Times E Enduring Adversity F Limited Means FEDCBA
  26. 26. Financial Affluence Segmentation Model >23m economically active South African audience members. Commercial in Confidence. All Rights Reserved Silverstone.Solutions A Premier Existence B Discerning Achievers C Comfortable Existence D Challenging Times E Enduring Adversity F Limited MeansFEDCBA 5.09% 4.31% 2.97% 3.37% 7.47% 2.21% 3.37% 4.90% 2.84% 4.14% 4.33% 5.51% 2.73% 1.62% 1.85% 3.90% 2.82% 1.85% 1.64% 3.34% 2.51% 6.15% 2.21% 3.85% 4.74% 0.29% 4.16% 0.17% 0.05% 5.23% 0.38% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00% 31 : Limited Means : Senior Poverty 30 : Limited Means : Poor Prospects Mature Females 29 : Limited Means : Poor Prospects Young Females 28 : Limited Means : Poor Prospects Late 20s… 27 : Limited Means : Poor Prospects Older Females 26 : Limited Means : Established Mature Females 25 : Limited Means : Luckier Older Females 24 : Limited Means : Poor Prospects Mature Males 23 : Limited Means : Poor Prospects Young Males 22 : Limited Means : Poor Prospects Late 20s Males 21 : Limited Means : Below the Breadline Families 20 : Limited Means : Poor Prospects Older Males 19 : Limited Means : Established Mature Males 18 : Limited Means : Fortunate Young Females 17 : Limited Means : Settling-In Couples 16 : Limited Means : Poorer Old School 15 : Limited Means : Luckier Older Males 14 : Limited Means : Traditional Old School 13 : Enduring Adversity : Fortunate Young Males 12 : Enduring Adversity : Typical Newly-Weds 11 : Enduring Adversity : Managing Resources 10 : Enduring Adversity : Traders 09 : Challenging Times : Hard Working… 08 : Challenging Times : Run-Of-The-Mill Families 07 : Comfortable Existence : Successful Families 06 : Discerning Achievers : Discerning Achiever:… 05 : Discerning Achievers : Prosperous Established… 04 : Discerning Achievers : Prosperous Newly-Weds 03 : Premier Existence : Comfortable Retirement 02 : Premier Existence : Thriving Families 01 : Premier Existence : Affluent Aging Farm Owners Financial Affluence Segments
  27. 27. 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
  28. 28. 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%
  29. 29. 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
  30. 30. 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
  31. 31. # 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 Under 18 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 18-24 0% 2% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 3% 25-34 0% 21% 3% 0% 1% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 27% 35-44 0% 19% 5% 1% 1% 1% 0% 0% 1% 0% 0% 0% 0% 0% 0% 29% 45-54 0% 11% 5% 1% 2% 1% 0% 0% 1% 0% 0% 0% 0% 0% 0% 22% 55-64 1% 4% 2% 1% 1% 1% 0% 0% 1% 0% 0% 0% 0% 0% 0% 12% 65+ 3% 1% 1% 1% 1% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 9% Total 4% 58% 16% 3% 6% 3% 2% 1% 3% 1% 1% 0% 0% 1% 1% 100%
  32. 32. Commercial in Confidence. All Rights Reserved Silverstone.Solutions Spending power (Actual Spend for Specific Category) By Financial Affluence Segment Segments by Economic Spending Power
  33. 33. Next Up: Alex Mall Launch Tomorrow Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  34. 34. Alex Mall Packages Location Based Real-time Engagement Branding Unique Reach Opt-ins Special Promos Voucher Promos Direct Ads Competitions Sponsored Games Free WiFi Lure Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick Listing Estimated Reach 2 000 Ads Features Logo/ 1 Image Short write up of offer (120 characters) Click-through to website Premium Listing Estimated Reach 3 000 WiFi Ads 1 500 SMS Ads Features Logo on top of profile Short Code and Keyword 1 Profile Page 1 x Campaign Module No Direct URL Starter Estimated Reach 5 000 WiFi Ads 2 000 SMS Ads Features Logo on top of profile Specials Module 3 Pages of Content Short Code and Keyword 1 x Campaign Module No Direct URL Marketer Estimated Reach 10,000 WiFi Ads 5,000 SMS Ads Features Branded Specials Module Short Code and Keyword Vouchers Mod 5 Pages of Content 1 x Campaign Module Direct URL Enterprise Estimated Reach 30,000 WiFi Ads 10,000 SMS Ads Features Branded Portal App Specials Module Short Code and Keyword Vouchers Mod Competition Mod 15 Pages of Content 2 Campaigns Branded URL Promotion Options for Retailers and Advertisers of all sizes…
  35. 35. Take-Aways 1. Township Shoppers are mobile first savvy 2. Wi-Fi is a great way to activate and track a significant percentage of your shoppers 3. Infotainment through mobile and activation is key to driving engagement and hype 4. Airtime is a currency 5. Co-marketing in malls is an opportunity for tenants and advertisers – lets chat. Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick
  36. 36. Township Mall Shopper Marketing In the challenge lies the opportunity… Thanks 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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