Leon GavalasPhD Candidate, ELTRUN AUEB

Managing Partner, bespot.

Convenience Retailing Conference, 30/01/2019

«From location intelligence to Customer Experience & Satisfaction»

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

The omni-channel shopper

Enter Store

Compare PricesOnline

Purchase Online

PurchaseOffile

PickupproductsShow

rooming

Search online

ReceiveOrder

Connect online & offlinePOS Data + Loyalty Data + Web Data

Connect online & offlinePOS Data + Loyalty Data + Web Data + Location Data

Aisle Traffic

Time Spent

Speed

Selling Gaps

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

Location dataConsumer Behavior Data

Operations

Value

Marketing

SiteSelection

Prior visit in-store post visit

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

Sales – Footfall Benchmarking

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

Where your customers are coming from?

Previous Node Unique idsAUEB 58

AKMI 21

AKTO 12

ACEinAUEB 9

Viktoria Metro 8

Gregory’s 2

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.

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.

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.

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.

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.

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

Fit in with consumer habits

Public Transit Target Store Non-sources University

v

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

Thank you!Leon Gavalas | legav@bespot.me