1. Mobile Application
October 20, 2012

2. • How many of you have
a smartphone?
• What do you’ll use it
for?
• How do you seek all
the information you
need?
• What kind of
information do you’ll
seek usually?

3. Today everything is on the mobile- calling, texting,
listening to music, browsing, chatting, dating,
romancing, navigation, playing games, social networking
and even shopping

4. The Reality!

5. Some Global Facts
Source:- http://ansonalex.com/infographics/mobile-app-usage-statistics-2012-infographic/

6. Some more facts…
Source:- http://ansonalex.com/infographics/smartphone-usage-statistics-2012-infographic/

7. Orbit Mall
Assumptions
• Orbit is a fictional mall in the city
• Has been in existence for some
time
• The mall is planning to come up
with a mobile app, which will help
grow their business
• They plan to incorporate the
latest technology to get a better
grip on their business- Footpath,
Thermal sensors, and Real-time
Experience Tracking
• The technology they plan to
adopt will give them a sense of
the location of users in the mall
and also a user profile (if already
existing in the backend database)

8. Our Agenda
• Challenges faced by the Mall
• Technology available today
• Objective of the app
• Features of the app
• Working of the app
• Data points, Benefits
– Mall & Retailer
• Challenges in data

9. Challenges
• When do customers come to the mall?
• How much time do they spend?
• What are their shopping patterns?
• What do they buy?
• What was their shopping experience?
• What will make them come again?

10. Technology
• Footpath
– The Path Intelligence FootPath system consists of a small number of discreet monitoring units
installed throughout the centre.
– The units measure signals from the consumers' mobile phones using unique technology that can
locate a consumer's position to within a few metres. These units feed this data (24 hours a day 7
days a week) to a processing centre, where the data is audited and sophisticated statistical analysis is
applied to create continuously updated information on the flow of shoppers throughout the centre.
– At any time the shopping centre management can access the data via PI's secure web-based
reporting system.
• Real-Time Experience Tracking
– Tracks your movement using mobile as a tracking device
– RET involves asking a consumer panel to send text messages on their cellphones every time they
come across a given brand or one of its competitors over a period of a week to a month, depending
on the length of the purchase process.
– The structured four-character message captures the brand, the touchpoint type (Saw a tweet about
it? Saw it in a shop window?), how positive the customer felt about the encounter, and how
persuasive it was. Respondents add further detail online, and fill in surveys at the start and end of
the study to record brand attitude changes.
• Overhead Thermal Sensor For People Counting
– The Thermal People Count sensor, is a very effective, easy to use and friendly device for people
counting.
– It is used for a wide variety of counting applications: Retail, Leisure, Security & Safety etc.
– Each sensor covers up to 4 meters wide, but up to 8 sensors can be linked for 32 meters wide
entrance !
– The Validator is installed on (or near) the entry turnstile.
Source:- http://www.pathintelligence.com/en/products/footpath/footpath-technology
www.meshplanning.com;http://www.otot.ws/en/products/overhead-thermal-sensor-for-people-counting

11. Objective
• Create a convenient shopping experience for the
consumer
• Improve effectiveness and efficiencies of the mall
operations
– Layout
– Promotions
– Shopping behaviour & patterns
– Operations
– Overall business

12. Features
Main Features Secondary Features Value-adds
Special deals for the Recommend offers to Movie reviews
day friends
Offers and promotions Add favorites and hobbies Fashion tips
Time-of-the-day based Reviews of the store and Hot deals
offers offers
Location/how to get Capture search history and Quick bites in the mall
there display top offers (User
generated content)
Categories of retailers Parking Reminder
Nearest retailers to me

13. Working
Customer using the
camera pans through Customer then clicks
-The customer has
Customer walks into the floor and gets to A push message on on the offers and is
also the option to
the mall and launches know what shops are offers and discounts given the option of
check the reviews on
the app app, which there in the nearby will be shared comparing with other
the store and the offer
automatically location; he/she may depending on the offers in the same
and also share
switches the camera choose to click on the category chosen category within the
through social media
store or can choose mall
from the menu
The App will provide such information that the customer can
decide his navigation or footpath depending on the crowd and
congested areas within the mall or even his/her preference.
Customer clicks on the multiplex, it
will show the movie timings but then
Customer then clicks on restaurants
if the customer is on the same floor
as a category, the app will throw After the movie, the user can rate the
as the multiplex, the multiplex can
results of how many people are there movie and the experience
send a LAST MINUTE OFFER OR
in the food court area or around it?
LIMITED OFFER- a 5% discount on the
current show
There will also be an option for retailers to send ad-hoc offers
during certain times of the day with the help of the mall. E.g.
A Happy Hour Offer by a restaurant in the mall to all
customers entering during a specific time period
This notification goes to
The App tracking the The customer walks to anybody who walks past
One particular customer pattern send a push the floor and as he/she the store as well as to
only frequents the 2nd message of a few offers crosses a Benetton existing customers of the
floor where all the running on the floor Showroom, a push Benetton Store. In fact
fashion store are there (Levis, Jack & Jones, notification is from the an additional discount to
Nautica, Gant) brand store is sent the existing offer can also
be given

14. Benefits to the customer
• Customer can choose to navigate through the mall
depending on his/her preference or also basis the
push notifications on crowded and congested areas
• Will be able to find the location of amenities, shops
and eateries in the mall with ease
• Will also be showed the quickest way to reach those
locations using 2-D and 3-D navigational maps
• Comparison on deals and promotions
• Loyalty rewards
The app can also have a feature wherein the customer enters all
details of purchases made to make decisions or further shopping or
otherwise. This data when updated can also provide loyalty points
which the customer can redeem instantly

15. Data and Analytics
Mall/Venue operators Retailers

16. A few pointers
• Data Source – Majority of the data will be sourced from the Mobile
based location software and a few others from the retailer
• Mall Management being the interface between the retailer and the
customer plays a critical role in terms of information sharing
• They can decide the periodicity of the meetings
• They will also decide the extent to which the data analytics will be
shared
• On the other hand, the mall management is also looking at information
sharing from the retailer end (e.g. how may customers redeemed the
offer)
• Mall Management also allows for instant push notifications to be sent
by retailers during a particular day or time of the day

17. Mall Operators
• Location Data
– Size of the mall
– Architecture layout/blueprint
– Floor plan and the individual shop layout
including parking layout
– List of all retailers , size of each store
Data Source : Building contractors ,mall owners

18. Mall Operators
• Retailer Data
– Company details
– Store details (including operating hours, contact details)
• In the case of fashion retail- m-catalogue
• In the case of a multiplex- the number of screens, number of shows, seating plans etc.
• In the case of the restaurant- m-menu, capacity or seating arrangement
– Product details
• Merchandise mix and price range
– Offer details
• Happy Hours by a restaurant
• One-day-offer
– Existing shopper details
• Store customer base
• Last purchase, value of purchase
Data Source : Retailer ( from within )

19. Analytics- Mall Operators
• Total number of customer walk-ins
• Number of shoppers in the mall
• Analyze real time customer movement
• Frequented and not so frequented areas
• Navigation path
• Time spent on each floor/shop
• Congestion areas
• Shopping patterns
– Customer parks the car and takes and elevator directly to the food court
and after that exits the mall in the same manner
– Customers goes to the second floor and checks out the offers on all
fashion brands and then goes to the food court
– Customer goes to Starbucks and then goes to Levis
– Customer only goes to the multiplex
• Number of push notifications by category by brand
• Shoppers complete data ( Purchase data and redemption data)
Focus is not on promoting all available products to customers, but to only push and
sell products which the customer is interested in
Bottom-line - Collecting & Analysing data about why a customer comes to my mall ?

20. Benefits to the mall
• The data will provide the malls with information about shoppers' length of
stay and shopping patterns
– Visited a specific store or visited several stores to do a comparison study
• Using the data, the malls can relocate certain stores to make their
locations more convenient and address congestion, figure out what other
retailers should be added
• Depending on shopping patterns and time of day in the mall, the mall can
push promotions & offers that trigger buying
– For example, it can give you a percentage of how many people go into Marks
& Spencer and then H&M and then Starbucks
• What kinds of events and what promotions are most effective for
attracting shoppers
– link their promotions with a store to which customers often go next, or from
which they've come just prior to stopping in
• Enhance capabilities of security and access control systems
• Create a loyalty program for shopping inside the mall

21. Analytics- Retailers
• Number of customers or walk-ins on the floor
• Number of customers outside the store
• Peak and non-peak hours
• Customer Location (real-time)
– If Starbucks could detect that a regular customer is nearby its store, it
could then send a personalized coupon, inviting him to have his favourite
brew
• Total number of customer walk-ins to the store
• How many push notifications? How many came into the store or shopped
because of the push notification?
• Shopping data about the existing customer which enables to do personalized
selling's
Holistic customer information will help the retailer in better operational effectiveness
i.e. store timings, staff scheduling, and even better selling

22. Benefits to the retailer
• REDUCE COSTS through optimum staff
scheduling and resource management
• IMPROVE SALES performance through
knowledge of customer of buying
patterns

23. Challenges
• What happens if the customer does not switch on the App? -
• The technical architecture viz. detection infrastructure, location
based service framework and other services needs to be
immaculate and up and running all the time
• Data gathered from retailers can lack accuracy, timeliness and
precision as large amount of transactions are carried out daily
• It may not be possible for retailers to keep a track of all the
information related to stock availability, special promotions and
offers on a real time basis. Even if the data is accurate and timely, it
could be a challenge to transmit all this information to the mall
operators on an instant basis
• Inaccurate customer data on the retailer’s systems could be a
challenge. This will create obstacles in sending push notifications to
the targeted customers
• Implementation of promotions or push tactics on a real-time basis

24. Overcoming Challenges
• Extensive marketing campaigns revolving around the
usefulness of location based mobile analytics should be
carried out. Attractive posters persuading the customer to
connect with the location based services should be
displayed around the mall
• A technical committee of experts should routinely check
the working & effectiveness of these services. Systems at
the retailers end should be maintained and updated on
time to ensure that the systems capture accurate customer
data
• Mall operators and individual retailers can have a real time
shared database which contains all the information about
the available products, special offers & promotions, store
timings

25. References
• http://www.ida.gov.sg/Publications/20120402113400.aspx
• http://ansonalex.com/infographics/mobile-app-usage-
statistics-2012-infographic/
• http://ansonalex.com/infographics/smartphone-usage-
statistics-2012-infographic/
• http://www.openforum.com/articles/how-path-
intelligence-uses-geolocation-to-track-customer-behavior
• http://www.cbc.ca/news/technology/story/2011/11/25/tec
hnology-cellphone-mall-tracking.html
• http://www.marketingweek.co.uk/news/sainsburys-
launches-first-in-store-app/4004274.article

26. Q&A

27. Thank You!