This presentation was published in ADG Talks Conferences under REX Moscow 2017 Exhibition by Omega Bigdata; it basically explains what the roadmap should be for shopping malls to attract and retain their most valuable customers while paved with stone their digitalisation road.

1. www.mallomega.com
How Can Malls Attract & Retain
Valuable Customers via Gamification
Journey of Digitalisation in Malls

2. WHO ARE VALUABLE CUSTOMER FOR MALLS?
The one who visits the mall with Bentley?
The one who is leaving the mall with lots of shopping bags?
The one who looks fancy and visits the mall with baby-sitter/chauffeur?
May Be!
Our answer is different than these answers!
Who are Valuable Customer

3. •Segmentation Criteria:
• Total Spending Amount
• Number of Different Shopping Day
• Number of Different Stores Shopped
• Average Spending Amount per Day
• Average Receipt Amount
Our segmentation method is to position each shopper to a class defined in Customer
Value Pyramid
Customer Value Pyramid

4. Analyse
>360° Mall Loyalty
Mobile Reporting App
Mobile Loyalty Campaign Apps
In-Mall Digital Games
WiFi Proximity Integrated Apps
Distribution of Visitor Population Distribution of Revenue
OmegaBigData Warehouse Analyse with
7 different countries, 10 Million Unique Shopper Info, 160 Shopping Malls
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A B C D E A B C D E

5. Mobile Reporting App
Mobile Loyalty Campaign Apps
In-Mall Digital Games
15% of all mall visitors generates
A B+ Most Valuable Customer
Loss of 1% among all visitors from Most Valuable Segment causes loss of 4% gross revenue
60% of revenue inside of mall.
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INSIGHT
A B C D E A B C D E

6. >360° Mall Loyalty
Mobile Reporting App
Mobile Loyalty Campaign Apps
Characteristic of Most Valuable Customer
• Heavy Spender: Each time they visit, on average they spend 3 to 5 times of National Minimum Wage.
• Less Visit Frequency: Averagely visit the mall 1 to 2 times in a month.
• Ignorant to Usual Promotions: They are ignorant to promotions offered to mass mall visitors.
• High Segment Users: High End Smart Phone Users, High Class Automotive Owner
Expectations of Most Valuable Customer
• During their mall experience, High Comfort is expected.
• Special Experiences, that is just accessible by private reservation.
• Special “Out-Of-Mall” Service Offers.
INSIGHT

7. HOW SHOULD MALLS
RETAIN
MOST VALUABLE
CUSTOMERS?
RETENTION

8. MOBILE SOLUTIONS
Mobility
Exclusivity
Time Saver
Special Advantages

9. Unique Rewards
Custom Offers
Instant Satisfaction
MOBILE SOLUTIONS

10. MOBILE SOLUTIONS
Gamification
Data Collection for
Persona

11. NEXT STEP
After Structuring Persona, Collaboration with Brands
is easy and this opens another business model for
malls which is Data Business !
Next Step

12. www.mallomega.com
Kubilay Devrim Ekmekçi
Global Sales Director
ekmekci@omegabigdata.com