Mobile First Township Shopper Marketing with @SilverstoneLive

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 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

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 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
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

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

Shoppers are rewarded with airtime and gifts

Mayfield Square
Location: Benoni, Gauteng
McCormick
The Pilot – December 2016

Township Shoppers are mobile first

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

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

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

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

Participants:
2050
Sum of
Receipts:
R916,720
Airtime
Given Out:
R13 250
McCormick
Real Results

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

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

McCormick
Follow On – 17 to 26 Feb 2017
Diepsloot Square and Tsakane Mall

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

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

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

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

Big Data Insights Opportunity:
Shopper Data Enrichment

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

Financial
Affluence
Segmentation
Model
>23m economically
active South African
audience members.
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

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.
FEDCBA
1,414,500 individuals -
6.27%

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%
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%
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%

Spending power (Actual Spend for Specific
Category) By Financial Affluence Segment
Segments by Economic Spending Power

Next Up: Alex Mall Launch Tomorrow
McCormick

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
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…

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.

Township Mall Shopper Marketing
In the challenge lies the opportunity…
Thanks
Chris Cochrane, MD Xpertek Contact @XpertekC
Raymond Buckle, CEO Silverstone @HelloMobile

Mobile First Township Shopper Marketing with @SilverstoneLive

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Editor's Notes