How to revolutionize brickand-mortar. with big data analytics? April 20, 2015

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1 How to revolutionize brickand-mortar retail industry with big data analytics? April 20, 2015

2 Agenda Tapway Introduction & Why We Do What We Do Technology Overview In-store Analytics for Retail Chains Shopper Intelligence for Malls Connecting with Consumers Proximity Marketing The Future

3 Tapway Introduction We have been featured on : We help you make informed decisions & improve customer experience Retail Outlets Visits Duration Loyalty Purchase Traditional Retail tracking has Traffic Counter Comprehensive Solutions Sales Data - i.e POS system

4 Personalized

5 Generic, Not Personalized

6 Average mall receives around visitors per year 9.8 million Each shopper averages approx. per visit 82 mins Shopping centres conduct market surveys once or twice a year, and collect around responses. Industry is only collecting data on of its shoppers <0.03%

7 360 Platform CONNECT ENGAGE Guest WiFi services Loyalty program sign-up ANALYZE Count (People Counting Analytics) In-store Analytics (for retail chains) Customer Segmentation & Cohort Analytics Zonal Traffic Analytics Heatmap & Cross Shopping Sales Analytics Proximity Marketing / CRM Platform

8 How It Works Shopper with smartphone walks by or into store WiFi sensor detects smartphone Device ID is irreversibly encrypted & stored in cloud Add other data such as POS + traffic counters + digital signage Access data via dashboard Apply data quality control

9 IR Beam Thermal Video WiFi Bluetooth / ibeacon Strengths Relatively cheap Simple installation Low power consumption Bi-directional counting Unaffected by shadows, background objects, ambient light levels Can cover large entrances Proven technology, low bandwidth Highly accurate Bi-directional, filters out objects, determines height Suitable for various environments Low-cost, rapid deployment Readily available in most stores Detects unique visitors Able to locate visitors Lowest cost, fastest deployment Battery-powered Enhanced experience for customers with mobile apps Weaknesses Inaccurate with high traffic volumes Can be blocked by customers standing in entrance May be negatively affected by sunlight Cannot accurately measure people standing still / in line Accuracy affected by high ambient temperature Large size visible to customers Doesn t detect unique visitors Couldn t locate visitors Our technologies Detects only customers with smartphones and active WiFi Location accuracy relatively low, although sufficient Adoption is very low limited datasets Limited to customers who downloaded the mobile app

10 Benefits for Retail Chains

11

12

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14 Benefits for Shopping Malls

15 TENANT SALES SHOPPER TRAFFIC SHOPPER FREQUENCY SHOPPER DWELL SHOP VALUE INDEX

16 Dive into each designated zone and analyze shopping behaviour (dwell time, new vs repeat shoppers, total shoppers etc) for each zone Get instant comparison on which zone is performing better Know where and when is your hottest zones in one glance

17 Example: Why is shopper dwell important for retail? Sales are always closely correlated with shopper dwell as you can see from evidence below. If mall management can monitor or influence shopper dwell, they can increase sales.

18 Find out the makeup of your customer segments (i.e. % of shoppers not seen in >3 months) What are your customer demographics? Adult female? Discover your diehard fans

19 Footfall / Exposure How many customers are exposed to your marketing campaign? Attention Time How much time customers spend looking at the campaign? Demographics Who are the customers (age and gender)?

20 Adaptive Advertising Show people what they want to see. Display specific messages depending on the appearance of a certain demographic profile.

21 A highly in-depth analysis about shopper movement within your location Discover your shopper s interest & synergies between categories (Do people eat before going to hypermarket? Do they go to meat department before going to fashion?) Analyse number of times shoppers make stops in your location. The more shoppers stop, the more they will potentially buy.

22 Discover your shopper movement throughout the day. Where are the hot spots in the morning? Where are the cold zones at night? How do we improve tenant mix to optimize traffic flow?

23 Step 1: Shoppers connect to your Free WiFi Step 2: Engage with Real-time Promixity Marketing

24 Connect with Guest WiFi Did you know that 77% of consumers spend more time in venues with WiFi and 63% spend more money? Tapway transforms your WiFi network into a powerful marketing asset that builds your customer database, promotes your business and collects valuable insights.

25 Up to 3 slider images for advertising Your logo Setup & Promote Your Brand Your splash page is the custom portal through which guests connect to your Guest WiFi. We provide you with the tools to make it your own. Mobile-first Choose your authentication methods using Facebook, Twitter, SMS, or by Code Style to match your brand Advertise your promotions and products Redirect to a website of your choice upon authentication

26 Our slider ad space works great on mobile, tablet and desktop PCs, allowing for interactive content like videos as well as static images. Great Advertising Platform We allow coupons and other offers to be displayed on a widget attracting attention from customers right away.

27 Boost Social Presence We help boost your social media presence by allowing your customers to connect with their Facebook and Twitter accounts and interacting with our unique social media widgets. Allow Facebook Check-in at your location Facebook, Twitter and Instagram widgets are automatically added to Success page when respective accounts are connected Allow your connected customers to like your Facebook page, follow you on Twitter and Instagram after sign-in

28 Engage with Campaigns Location-based marketing is quickly becoming an essential part of every retailer's business strategy. 72% of consumers are more likely to respond to marketing messages when they are received within sight of the retailer.

29 Personalized, Hyper-Targeted Messaging Location-based marketing is no longer exclusive to big corporations. Tapway has made it accessible and affordable for everyone. REAL-TIME CAMPAIGNS Reaching customers on the go is more important than ever before. Real-time campaigns literally puts your marketing messages in the palm of your customer's hand. GLOBAL CAMPAIGNS Global Campaigns allows you to reach customers who aren't in your venue. Quickly and easily notify all your customers of a flash sale or spur-of-themoment promotion, automatically push incentives for customers to return to your if store they haven't visited in a while, and more.

30 TARGET SEGMENT Target your campaigns to specific segments based on gender, age, their number of visits and their interests. CONTACT METHODS Choose how you want reach your customers ( and SMS), and the order of precedence. 3RD-PARTY INTEGRATION Want more control? Tapway can also send your server a message when known visitors enter or exit your venue, providing you with the info to integrate Campaign pushing into your own applications, digital signage and more.

31 Example Use Cases You create a Real-Time Campaign targeting females who are new visitors. Sara enters your venue for the first time. She is sent a push after being determined as a visitor with a discount for her first time. You create a Global Campaign targeting visitors who haven't been seen for 30 days. Our logic determines that a past visitor, John, hasn't been seen for 30 days. John is sent a push with an incentive to visit again.

32 Loyalty Program Card App ibeacon Tapway No loyalty cards required No card reader required No app downloads required Provides contextual personalization based on shopping behaviour

33 The Ideal Future

34 ANALYZE CONNECT ENGAGE

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