How to revolutionize
brick-and-mortar retail industry
with big data analytics?
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
Purchase Loyalty Duration Visits
Retail Outlets
Traditional Retail
tracking has
Traffic Counter Sales Data
- i.e POS system
Tapway Introduction
Comprehensive
Solutions
We have been featured on :
We help you make informed decisions & improve
customer experience
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
750-2500 responses. Industry is only
collecting data on
360˚ Platform
ANALYZE
• Count
(People Counting Analytics)• In-store Analytics
(for retail chains)• Customer Segmentation &
Cohort Analytics
• Zonal Traffic Analytics
• Heatmap & Cross Shopping
• Sales Analytics
ENGAGE
• Proximity Marketing /
CRM Platform
CONNECT
• Guest WiFi services
• Loyalty program
Access data via
dashboard
Shopper with
smartphone
walks by or into
store
WiFi sensor
detects
smartphone
Add other data such
as POS + traffic
counters + digital
signage
Device ID is
irreversibly
encrypted &
stored in cloud
Apply data
quality control
How It Works
IR Beam Thermal Video WiFi Bluetooth / iBeacon
Strengths
Weaknesses
• Relatively cheap
• Simple installation
• Low power consumption
• Inaccurate with high traffic volumes
• Can be blocked by customers standing
in entrance
• May be negatively affected by sunlight
• Bi-directional counting
• Unaffected by shadows, background
objects, ambient light levels
• Can cover large entrances
• Cannot accurately measure people
standing still / in line
• Accuracy affected by high ambient
temperature
• Large size – visible to customers
• Proven technology, low bandwidth
• Highly accurate
• Bi-directional, filters out objects,
determines height
• Suitable for various environments
• Doesn’t detect unique visitors
• Couldn’t locate visitors
• Low-cost, rapid deployment
• Readily available in most stores
• Detects unique visitors
• Able to locate visitors
• Detects only customers with
smartphones and active WiFi
• Location accuracy relatively low,
although sufficient
• Lowest cost, fastest deployment
• Battery-powered
• Enhanced experience for customers
with mobile apps
• Adoption is very low – limited
datasets
• Limited to customers who
downloaded the mobile app
Benefits for Retail
Chains
Benefits for Shopping
Malls
SHOPPER
TRAFFIC
SHOPPER
DWELL
SHOPPER
FREQUENCY
TENANT
SALES
SHOP VALUE
INDEX
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
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
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
die-hard fans
How many customers are exposed to your
marketing campaign?
Footfall / Exposure
Who are the customers (age and gender)?
Demographics
How much time
customers spend looking at the campaign?
Show people what they want to see.
Display specific messages depending on the appearance of a certain
demographic profile.
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.
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
Step 1: Shoppers
connect
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.
Setup &
Promote
Your Brand
Up to 3 slider images for advertising Your logo Choose your authentication methods using Facebook, Twitter, SMS, Email or by Code Mobile-first
Style to match your brand
Advertise your promotions and products
Redirect to a website of your choice upon authentication 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.
Great
Advertising
Platform
Our slider ad space works great on mobile, tablet and desktop PCs, allowing for
interactive content like videos as well as static images.
We allow coupons and other offers to be displayed on a widget attracting attention from customers right away.
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 your connected customers to like your Facebook page, follow you on Twitter and Instagram after sign-in
Allow Facebook Check-in at your location
Facebook, Twitter and Instagram widgets are automatically added to Success page when respective accounts are connected
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
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-the-moment promotion, automatically push incentives for customers to return to your if store they haven't visited in a while, and more.
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 (email 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.
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.
