Mall Operators

Mall Operators

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The Problem A retail mall in Dubai needed better visibility on its customers’ shopping behavior. They wanted to relay tailored and relevant marketing messages that would create an impact at the right time. This helps the store owners to generate revenues with a better degree of engagement.
For this, they needed data on how the customers behaved the moment they set foot on the mall premises. Data was needed to track on questions like • What route they took in the mall when shopping? • Which areas or sections they spent most of their time? • What sections saw lesser footfalls? • What stores did they visit when they shopped around? • How to track customer location data precisely? • How to determine the popularity of stores? • How to predict what stores they would most likely visit on their next trip? By answering these questions, the mall store owners could better optimize their marketing messages that were tailored based on historical shopping behavior depicted by the shopper.

The Solution AdFolks was tasked with the responsibility to capture vital customer data from connected sources like Wi-Fi, vehicle number plates, and loyalty programmes. Our team first understood the various metrics that were needed to be tracked and the data that was supposed to be captured. For us, this was a great opportunity to showcase the immense value we can add to the retail sector with our technology competencies The four broad areas we covered were – 1 – Single centralized source of data We used QuBole, a cloud based big data platform. This helped in ingesting Wi-Fi data to s3 buckets on AWS. This allowed data to be collected from diverse siloed sources for better analysis and insight generation. 2 – Carrying out comprehensive PoC We needed to showcase our capabilities on one store for PoC. For this, we collected Wi-Fi data from Cisco CMX system to listen to it in real time. This helped us to capture and stream the notification using Kinesis and store in s3 buckets. 3 – Boosting the precision of customer location data We used Cisco CMX to monitor customer location data. A key challenge was to improve the accuracy of the location data at store level in real-time. To do this we carried out a graph analysis to normalize the location data closer to the real value. 4 – Drive predictive prowess for mall store owners Store owners had no idea of future shopping behavior. They needed past data to give them a leading indicator about future shopper behavior. We utilized pattern analysis to give a probability score to sets of stores depending on the chances of visits in the future.
The Benefit The client is able to unlock the potential that customer data from source like Wi-Fi holds. With the right data engineering strategy, we enabled a high impact data ingestion solution in order for the mall store owners to know the customers better. The solution enables the below advantages for the client: 1. Unlock the wealth of information that Wi-fi data holds A customer’s mobile holds plethora of experiential data that can lend invaluable information about past and future shopping behavior. With the technology solution deployed by us, the client is able to unlock information from various customer touchpoints (Wi-Fi, vehicle number plates and loyalty programs). This data helpes the client to devise tailored marketing messages based on the customer’s past shopping behavior to drive better engagement and enable conversions. 2. Better insights into mall potential The mall gets phenomenal insights with the help of the Zone wise congestion analysis that tracks a lot of KPIs. These include estimation of opportunity cost in terms of lost revenue and lost hours due to lack of space. It also includes parking, seating capacity, long billing queues etc. during peak hours and peak seasons. 3. Predictive analysis for better CX The mall store owner now have a huge assortment of data points that provides visibility into the visitor behavior within their physical assets. This foresight into the future helps the store owner to run personalized campaigns and improve the efficacy of their marketing endeavors.