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CRM SOLUTIONS
Marketing Automation
Loyalty managementRetail and Development data collection and analysisDigital-tools to increase attendance and sales at a shopping center
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Alexander RagozinFounder and Managing partner BrainsoftCRM and Data expert
[email protected]+7915 433 69 27+74951366737Skype: Alexragozin
CRM SOLUTIONS
“DATA IS THE NEW OIL”
“The world’s most valuable resource is no longer oil, but data”
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CRM SOLUTIONS
2005 2015 202520202000
We are entering the era of personal marketing
• In 10 years, companies with access to the largest amount of personal data will lead the market.
• Customer data and the ability to interact with customers is becoming a major marketing asset
Traditionalmarketing
Digitalmarketing
Personalmarketing
3
CRM SOLUTIONS
Digital Evolution of retail marketing
No data collected
80% of developers
Basic data collection in
CRM
Today
Collecting customer dataMarketing digitalization
Loyalty managementMultichannel
marketing
Using long-term customer relationship management tools
We should be here in 3 years
Data management and business intelligence
The ability to use data from various sources in order to understand the effectiveness of marketing and manage customer behavior
Personalized real-time
marketing
Business growth due to impact on specific customer segments and understanding customer needs
Profit growth
Revenue growth
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CRM SOLUTIONS
✔ Does not know the audience and does not know how to collect data about it
✔ No data monetization model✔ No data collection and management systems✔ Uses traditional marketing promotion tools
✔ Has a unique audience✔ Sells traffic to tenants✔ Competes with online and offline sales channels✔ Generates profit from the percentage of sales of its partners
Modern shopping center
✔ Knows every consumer✔ Collects and analyzes audience data✔ Maintains targeted communication✔ Sells data to its partners to increase sales✔ Invests in data technology
Internet platform
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CRM SOLUTIONS12
Digitalization issues
Level of digitalization in segments, compare to other segments like retail, FMCG, BANKS etc
Pressure from Online stores. E-com share will rich 25 -50% in sales in the biggest economy segments
New trade center opened and competition increase in the cities more then 200K population
+ 50%25%10%
Traffic in trade centers decreased in the last 5 years
-15%
CRM SOLUTIONS
Main challengeHow to build a marketing ecosystem that
will maximize profit for business?
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CRM SOLUTIONS
DMP data
FRONT END: website, chat bot, APP
BI Data analysis and reporting platform
▪ Single CRM platform for activities in shopping centers and loyalty
programs
▪ Digital campaign setup
▪ Personalized and non-personalized data management
▪ Building a long-term relationship with customers
▪ Creating segments
▪ ID and data management for all sources
▪ Direct marketing communication
▪ GEO data
▪ Data enrichment▪ Linking MAC Address, cookies and CRM ID ▪ Programmatic media targeting▪ WEB analytics: Google ▪ Lookalike modeling ▪ Analysis of the effectiveness of media campaigns
▪ Ready-made templates for any shopping center ▪ Work through APIs with CRM ▪ Data collection and communication ▪ Loyalty program functionality ▪ customer personal accounts ▪ Any marketing campaigns
▪ Aggregation of CPM/DPM/Google/traffic data▪ Cloud data and reporting management system ▪ Predictive analytics ▪ Online, 24/7
Necessary elements of a marketing automation, data collection and processing system for a shopping center
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CRM SOLUTIONSCRM SOLUTIONS
Data management and business analytics
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CRM SOLUTIONS
DATA MANAGEMNT CLOUD data management and analysis
Web sites
Social media
Store checks
WI FI Offline
DMP
CRM+ Call center
ОФД Online/offline communication
Content management
Research
Direct marketing
Media targeting
Tenant sales
Da
ta s
ou
rce
s
Mobile operators
Personal data
Non-personal data
Yandex/mail
Client data 3d party data
DATA CLOUD Data processing Data usage
CLIENT’s ID
Data segmentation
Analytics
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CRM SOLUTIONSCRM SOLUTIONS
• All data is visualized online and located in one source
• Any report in one click - interactive and clear
• Available for computers and mobile devices
• Powerful analytic tool
DATA MANAGEMNT CLOUD data management and analysis
MARKETING ACTIVITY DATA
`WIFI TRAFFIC ANALYSIS
EXTERNAL DATA : FDO/WEB
▪ Comparison of online and offline traffic
▪ The impact of media activity on consumer behavior
✔Registration in the loyalty program and participation in promotions
✔Socio-demographic customer profile✔Audience geography ✔Check registration
▪ Analysis of marketing activities and advertising in relation to traffic▪ Analysis by hours / days / geography /▪ KPI execution
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CRM SOLUTIONS12
First platform implementation : In negotiation stage
8 Biggest developers with 28 Trade centers by the end of 2019
CRM SOLUTIONS12
One client case5 Trade centers
116K GBA -162K
Campaign running 13 activities (6 months)
Receipts upload 45k (9k/per Shopping center)
Total receipts sum more than $11 mln
Audience growing 60% in 6 months
Top categories – Clothes, Shoes, Health and beauty, Sport
Top brands which drive maximum database – Colin’s, Bershka, Adidas, Sportmaster, Calzedonia
Platform set up: 1 monthCampaign launch: 1 week (the same mechanics for 5 malls)DM communication set up: 1 days
CRM SOLUTIONS12
Trade centres digitalization deliver valuable business results
Traffic growth 5%- 15%
Average check growth up to 30%
Marketing cost decrease up to 40%
Rapid data base growth from 3—5x times in one year
Marketing activities ROI growth 20%
Digital media spend efficiency growth from 5% to 10%
We deliver revenue growth from rent from 5% annually
CRM SOLUTIONS
Alexander RagozinFounder and Managing partner BrainsoftCRM and Data expert
[email protected]+7915 433 69 27+74951366737Skype: Alexragozin
Vladislav ShvaybovichManaging partner BrainsoftSerial entrepreneur [email protected]+7999 999 90 07
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CRM SOLUTIONSCRM SOLUTIONS
THANK YOU!