«from location intelligence to customer experience ......leon gavalas phd candidate, eltrun aueb...
TRANSCRIPT
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Leon GavalasPhD Candidate, ELTRUN AUEB
Managing Partner, bespot.
Convenience Retailing Conference, 30/01/2019
«From location intelligence to Customer Experience & Satisfaction»
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Trends that transform shoppers
Growth of Facebook trainedHigh personalization
Tesla, Amazon GO, Oculus, pokemon GO: madeTechnologies familiar
The promo driven market createdInfinite Promo Loop
Smart that has overall lower spending
Trained who is promo hunter
Open to Change having though lack of time
DemandingSeeking enhancedCustomer Experience
New Shoppers’ Behavior & Expectations
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The omni-channel shopper
Enter Store
Compare PricesOnline
Purchase Online
PurchaseOffile
PickupproductsShow
rooming
Search online
ReceiveOrder
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Connect online & offlinePOS Data + Loyalty Data + Web Data
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Connect online & offlinePOS Data + Loyalty Data + Web Data + Location Data
Aisle Traffic
Time Spent
Speed
Selling Gaps
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The hiddens part of the journey
Commutes with metro
Drive to Uni Works Out Goes Out Goes ShoppingVisits the
swimming pool Has visited the theatre Visits grocery store during lunch time
v
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Location dataConsumer Behavior Data
Operations
Value
Marketing
SiteSelection
Prior visit in-store post visit
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Operations – Time ViewAnalysis of Opening Hours in Chalandri Store 9
Foot
fall
/ H
our
§ Footfall data suggests that more visitors could be attracted if opening hours were extended in the morning or shifted to 8:00h to 20:00h
0
5.000
10.000
15.000
20.000
25.000
0:00 1:30 3:00 4:30 6:00 7:30 9:00 10:30 12:00 13:30 15:00 16:30 18:00 19:30 21:00 22:30
Time
Opening Hours 9:00 to 21:00 (Mo-Fr)
Low footfallat night
High footfallin the
morning
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Sales – Footfall Benchmarking
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Marketing - ConversionsFootfall Visitors / day Conversion rate
0 20.000 40.000 60.000
Zadar, Polačišće 2
Osijek, Stepinčeva 8b
Split, Put brodarice 6
Zagreb, RobertaFrangeša Mihanovića…
Rijeka, Erazma Barčića 5
Zagreb, Avenija Dubrava47
Rijeka, Korzo 32a
Split, Marmontova 7-9
Zagreb, Trg P.Preradovića 3
Zagreb, Iblerov trg 7
334
198
203
62
223
286
188
220
396
303
0 200 400 600
2,97%
1,65%
1,04%
0,28%
0,96%
1,01%
0,61%
0,47%
0,80%
0,55%
0,00% 2,00% 4,00%
Athens, store 1
Athens, Store 3
Chalandri, Store 7
Kifisia, Store 32
Athens, Store 47
Kifisia, Store 5
Athens, Store 38
Kallithea, Store 6
Kolonaki Store 8
Nea smirni, Store 2
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Where your customers are coming from?
Previous Node Unique idsAUEB 58
AKMI 21
AKTO 12
ACEinAUEB 9
Viktoria Metro 8
Gregory’s 2
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bespot.Spot your potential shoppers based on location1
Log-in & Declare Interests2
Open the app and get rewards upon check-in3
Instant m-coupon redemption4
Purchase available coupons with points5
Through a campaign management tool upload coupons
Relate products, rewards, content with SpotsSpots include: Stores, Cafes, Parks, Universities etc.
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Spot your potential shoppers based on location1
Log-in & Declare Interests2
Open the app and get rewards upon check-in3
Instant m-coupon redemption4
Purchase available coupons with points5
Get basic information with Facebook login
Enhance targeting with claimed interests
bespot.
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Spot your potential shoppers based on location1
Log-in & Declare Interests2
Open the app and get rewards upon check-in3
Instant m-coupon redemption4
Purchase available coupons with points5
An automated check-in is made every time a user visits a Spot
Rewards can be either instant coupons or Points for later use
bespot.
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Spot your potential shoppers based on location1
Log-in & Declare Interests2
Open the app and get rewards upon check-in3
Instant m-coupon redemption4
Purchase available coupons with points5
Instant coupons have unique predefined codes.Coupons expire after a defined timespan.Redemption is made via SMS or a BeSpot App for Retailers
bespot.
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Spot your potential shoppers based on location1
Log-in & Declare Interests2
Open the app and get rewards upon check-in3
Instant m-coupon redemption4
Purchase available coupons with points5
With collected points can purchase available rewards
bespot.
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POST-SHOP
Incentivize users that redeemed coupons
for routine usage back at home
PRE-SHOP
Coupon Deliveryprior to reaching the
retailer on associated places
Target the shoppers through their journey
SHOP
Actions inside the retailers
In-store Awareness Activation
In-store mobile notification
Variables: Reward Value, Expiration Date, Point of rewarding
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Fit in with consumer habits
Public Transit Target Store Non-sources University
v
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DISCOVER MARKETING OPPORTUNITIESFind where your clients move and where you need a boost.
INCREASE RETURN ON ADVERTISING SPENDINGBy being relevant with enhanced targeting and personalization
DISCOVER HIDDEN GEMS AND PROBLEMATIC AREASAnalyze marketing attribution (incl. Out of Home)
UNLOCKING OTHER USE CASES:
BENCHMARKINGCompare your performance to similar businesses & areas
LOCATION SELECTIONFind the right place for next store opening
Location Intelligence Value
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Thank you!Leon Gavalas | [email protected]