mobile first township shopper marketing with @silverstonelive

Township Mall Shopper Marketing

In the challenge lies the opportunity…

Chris Cochrane, MD Xpertek Contact @XpertekC

Raymond Buckle, CEO Silverstone @HelloMobile

Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek / McCormick

MOBILE CUSTOMER

ENGAGEMENT

IN YOUR MALL

PROMOTE YOUR

TENANTS’

SPECIALS

Including all your special offers, promotions and

discounts

YOUR TENANTS

MAKE MORE

SALES

We’ll help you reach more customers than ever before

RUN

EXCITING

COMPETITIONS

Incentivize customers to share and spread the word

in order to win big!

Award points for any activity you choose! Prize Voucher can be exchanged for value in store!


Commercial in Confidence. Not for Distribution. All Rights Reserved Silverstone / Xpertek /

McCormick


Combine Mobile with Traditional Engagement

in a shopping environment

We incentivize and reward shopper spend with a traditional spend to win competition, but ramp it up by

using the strength of mobile first customer engagement to create an exciting experience for shoppers

In doing so we create immediate and future monetization opportunities by building a database of opted-in

shoppers who we can engage and reward for shopping

Customers are engaged in the mall with promoters,

a big screen, music and WiFi

WiFi provides a passive data collection channel

that allows customers access to specials,

promotions and games

In the future WiFi then provides a real-time location

based engagement channel

To DeliverMall Promotion

Free Wi-Fi Activation and Onboarding

Mall and Tenant

Engagement Platform

Promoters to capture Shopper Receipts

Big Screen –Spin the Wheel

promotional Game

Instant Airtime and Promotional Prize Give-

aways

Integrated Vouchering

Solution Elements


Exposure and Awareness 1

Feet to Store /

Purchase Intent2

Shopper Engagement and

Entertainment3

Sales Lift4

Shopper Loyalty and

Rewards 5

Database6

Data and Insights7


Promoter App to capture receipts and

onboard shoppers into CRM platform

Tablet / Laptop Mobile Phone

Allows:

• Promoter Check-in/Attendance

• Shopper Onboarding

• Activation SMS

• Receipt Capture

• Airtime/Voucher Distribution

It is:

• Secure

• No Hardware Required – Works

on any Phone

• Real-Time Promoter Performance

Management

• Real-Time Results


McCormick

Shoppers are rewarded with airtime and gifts


Mayfield Square

Location: Benoni, Gauteng


McCormick

The Pilot – December 2016

Township Shoppers are mobile first



McCormick

Unique Visitors per Day

This graph shows the massive

potential for engaging shoppers in

the malls. The average unique

visitors per day for each mall was:

CHC - 4612

OHB - 1855

MYF – 1399

These are shoppers who we could

potentially engage with tenants

specials once we on board them.

There was a clear drop in traffic on

Christmas Day across all 3 sites.

There was a spike in foot traffic

around the public holiday n the

16th and on Christmas eve.

0

1000

2000

3000

4000

5000

6000

7000

8000

11/1

/16

11/3

/16

11/5

/16

11/7

/16

11/9

/16

11/1

1/1

6

11/1

3/1

6

11/1

5/1

6

11/1

7/1

6

11/1

9/1

6

11/2

1/1

6

11/2

3/1

6

11/2

5/1

6

11/2

7/1

6

11/2

9/1

6

12/1

/16

12/3

/16

12/5

/16

12/7

/16

12/9

/16

12/1

1/1

6

12/1

3/1

6

12/1

5/1

6

12/1

7/1

6

12/1

9/1

6

12/2

1/1

6

12/2

3/1

6

12/2

5/1

6

12/2

7/1

6

12/2

9/1

6

12/3

1/1

6

1/2

/17

1/4

/17

1/6

/17

1/8

/17

1/1

0/1

7

1/1

2/1

7

Chris Hani Crossing Mayfield Square Olievenhout Plaza


McCormick

The Wi-Fi Numbers

• The WiFi has shown promising adoption. Industry average is 3 new users per day – we have achieved 10+.

• Chris Hani and OHB show great potential for growth, with 156,018 and 58,387 unique WiFi Enabled Devices

detected at the WiFi hotspots.

• Shoppers that logged in to the WiFi visited on average 2.5 X more often than those who did not – showing

that the WiFi is lure to get shoppers to return to the mall


McCormick

Visit Frequency

This data is for the period 1

Nov 2016 – 12 January

2017.

On average across the 3

malls 58% of shoppers only

visited the mall once, with a

further 19% visiting only

twice. This represents an

opportunity to influence

behaviour and increase visit

frequency in a large portion

of the customer base.

0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

1 2 3 4 5 6 7 8 9 >10

Chris Hani Crossing Mayfield Square Olievenhout Plaza

Number of visits


McCormick

Participant Over Period

25-Nov

26-Nov

28-Nov

30-Nov

01-Dec

02-Dec

03-Dec

04-Dec

05-Dec

06-Dec

07-Dec

08-Dec

09-Dec

10-Dec

11-Dec

12-Dec

13-Dec

14-Dec

15-Dec

16-Dec

17-Dec

18-Dec

19-Dec

20-Dec

21-Dec

22-Dec

23-Dec

24-Dec

Nov Dec

Chris Hani 21 35 12 25 38 21 38 26 9 9 9 18 27 28 17 15 26 35 10 24 29 33 23 13

Mayfield Square 2 67 106 45 55 47 42 67 58 43 29 39 38 45 35 39 33 16 34 45 37 34 13 17

Olievenhout Plaza 12 104 183 22

0

20

40

60

80

100

120

140

160

180

200

Participants:

2050Sum of Receipts:

R916,720 Airtime Given Out:

R13 250


McCormick

Real Results

Top 20 Merchants Across Malls

Shoprite Pick n Pay Truworths WebbersMeatWorld

TotalSports

Studio 88 Ackermans Sportscene Nike Roots Edgars Jet Pep Identity Markams Mr PriceEgoli

FashionNizaams

EdgarsActive

Total R307,795 R137,652 R49,200 R41,302 R36,840 R34,670 R33,995 R31,708 R30,655 R22,757 R22,470 R21,838 R21,827 R21,511 R20,579 R17,399 R16,826 R16,569 R15,999 R15,129

R-

R50,000

R100,000

R150,000

R200,000

R250,000

R300,000

R350,000

Axi

s Ti

tle


Rewards Issued By Day

R65 R80 R55 R70 R40

R105

R1,380

R290

R640

R480

R365

R605 R585

R1,645

R460 R480

R805

R1,825

R1,265

R760

R390

R265

R425

R170

R-

R200

R400

R600

R800

R1,000

R1,200

R1,400

R1,600

R1,800

R2,000

25-Nov 26-Nov 28-Nov 30-Nov 01-Dec 02-Dec 03-Dec 04-Dec 05-Dec 06-Dec 07-Dec 08-Dec 09-Dec 10-Dec 11-Dec 12-Dec 13-Dec 14-Dec 15-Dec 16-Dec 17-Dec 18-Dec 19-Dec 20-Dec

Nov Dec



McCormick

Follow On – 17 to 26 Feb 2017

Diepsloot Square and Tsakane Mall

Township Shoppers are mobile first


Participants:

Results

Sum of Receipts:

Airtime Given Out:

970

R623,611

R7,535 2017-02-17

2017-02-18

2017-02-19

2017-02-20

2017-02-24

2017-02-25

2017-02-26

Diepkloof Square 44 46 16 3 59 18

Tsakane Mall 107 121 86 193 94 183

0

50

100

150

200

250


Receipt Submission Over Period, By Mall

R38,016.70

R24,357.94

R8,063.53

R1,250.00

R33,548.25

R10,530.72

R79,122.00

R67,892.00

R51,842.00

R127,775.00

R65,761.00

R115,452.00

R-

R20,000.00

R40,000.00

R60,000.00

R80,000.00

R100,000.00

R120,000.00

R140,000.00

2017-02-17 2017-02-18 2017-02-19 2017-02-20 2017-02-24 2017-02-25 2017-02-26

Diepkloof Square Tsakane Mall


Average Receipts Over Period

R603.81

R461.25

R530.14

R250.00

R541.35

R641.11

R571.54

R-

R100.00

R200.00

R300.00

R400.00

R500.00

R600.00

R700.00

2017-02-17 2017-02-18 2017-02-19 2017-02-20 2017-02-24 2017-02-25 2017-02-26


Top 20 Merchants Across Malls

R113,860.00

R101,768.00

R46,558.01

R40,614.62

R35,731.00

R21,827.98 R20,405.00 R20,370.00 R20,322.00 R16,611.00 R16,126.53

R12,996.00 R12,381.00 R11,604.00 R11,485.00 R11,043.00 R9,400.00 R8,711.00 R7,801.00 R7,000.00

R-

R20,000.00

R40,000.00

R60,000.00

R80,000.00

R100,000.00

R120,000.00


Big Data Insights Opportunity:

Shopper Data Enrichment


Financial Affluence

Segments Defined

Representing 23m

Economically Active

South Africans

Commercial in Confidence. All Rights Reserved Silverstone.Solutions

6%5%

5%

6%

14%

64%

A Premier Existence

B Discerning Achievers

C Comfortable Existence

D Challenging Times

E Enduring Adversity

F Limited Means

FEDCBA

Financial

Affluence

Segmentation

Model

>23m economically

active South African

audience members.


A Premier

Existence

B Discerning

Achievers

C Comfortable

Existence

D Challenging

Times

E Enduring

Adversity

F Limited

MeansFEDCBA

5.09%

4.31%

2.97%

3.37%

7.47%

2.21%

3.37%

4.90%

2.84%

4.14%

4.33%

5.51%

2.73%

1.62%

1.85%

3.90%

2.82%

1.85%

1.64%

3.34%

2.51%

6.15%

2.21%

3.85%

4.74%

0.29%

4.16%

0.17%

0.05%

5.23%

0.38%

0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00% 8.00%

31 : Limited Means : Senior Poverty

30 : Limited Means : Poor Prospects Mature Females

29 : Limited Means : Poor Prospects Young Females

28 : Limited Means : Poor Prospects Late 20s…

27 : Limited Means : Poor Prospects Older Females

26 : Limited Means : Established Mature Females

25 : Limited Means : Luckier Older Females

24 : Limited Means : Poor Prospects Mature Males

23 : Limited Means : Poor Prospects Young Males

22 : Limited Means : Poor Prospects Late 20s Males

21 : Limited Means : Below the Breadline Families

20 : Limited Means : Poor Prospects Older Males

19 : Limited Means : Established Mature Males

18 : Limited Means : Fortunate Young Females

17 : Limited Means : Settling-In Couples

16 : Limited Means : Poorer Old School

15 : Limited Means : Luckier Older Males

14 : Limited Means : Traditional Old School

13 : Enduring Adversity : Fortunate Young Males

12 : Enduring Adversity : Typical Newly-Weds

11 : Enduring Adversity : Managing Resources

10 : Enduring Adversity : Traders

09 : Challenging Times : Hard Working…

08 : Challenging Times : Run-Of-The-Mill Families

07 : Comfortable Existence : Successful Families

06 : Discerning Achievers : Discerning Achiever:…

05 : Discerning Achievers : Prosperous Established…

04 : Discerning Achievers : Prosperous Newly-Weds

03 : Premier Existence : Comfortable Retirement

02 : Premier Existence : Thriving Families

01 : Premier Existence : Affluent Aging Farm Owners

Financial Affluence Segments


Enduring Adversity

1.64%

3.34%

2.51%

6.15%

0.00% 1.00% 2.00% 3.00% 4.00% 5.00% 6.00% 7.00%

13 : Enduring Adversity : Fortunate Young Males

12 : Enduring Adversity : Typical Newly-Weds

11 : Enduring Adversity : Managing Resources

10 : Enduring Adversity : Traders

Financial Affluence Segments (Expressed as Percentage of ~23m Economically Active South Africans)

FEDCBA

3,137,200 individuals - 14% of economically active individuals in SA

E

Enduring

Adversity

10

Traders

• Traders are primarily single, semi-skilled or unskilled people who are perhaps self-employed out of necessity.

• Fewer than 35% of Traders are married, though many may be supporting a single child or a couple of

children.

• Over 70% are aged between 30 and 55.

• Most Traders live in rented accommodation with less than 35% owning their own homes.

• Earning an average income, the individuals amongst this type are likely to be renting in neighbourhoods close

to where they practice their trade.

• These houses typically range from townships to middle-class suburbs in densely populated low-cost

neighbourhoods. Some in this type will share accommodation to help reduce bills.

• The choice of this type of accommodation is generally an interim measure until their take-home pay

increases and they can afford to move to better neighbourhoods or purchase their own property.

• Fewer than 20% of Traders have a credit card, but more than 50% appear to have a retail store card.

• Due to their self-employed status formal credit may not be easily accessible for this group.

• Over 50% of Traders have an unsecured loan, and with fluctuating wages it is possible that short-term loans

are heavily relied upon for day-to-day living expenses.

• The remainder are likely to be working to live within their means.

• Very few Traders are digitally enabled.


FEDCBA

1,414,500 individuals -

6.27%


We managed to match and enrich 80% of sample records

with valid name, surname and phone numbers

Added:

• Age

• Gender

• Ethnicity

• Company Directorship

• Home Ownership

• Home Telephone

Exchange

• Best Location

Estimate

• Wealth Index

• Marital Status

• Financial Affluence

Segment

• Estimate Income

Individual Record Matched QA Required to ensure no false positives

Under 18 18-24 25-34 35-44 45-54 55-64 65+

MALE 0% 1% 10% 11% 9% 5% 4%

FEMALE 0% 2% 16% 17% 12% 6% 5%

0%

5%

10%

15%

20%

25%

30%


Age Groups with Gender / Ethnicity

10,800 , 58%

7,815 , 42%

Gender

FEMALE MALE

16,435

1,723

185

156

108

BLACK

WHITE

MIXED

INDIAN

COLOURED

Ethnicity

# Column Labels

Row Labels LSM 03-04 LSM 05 LSM 06 LSM 07L-07H LSM 08L-08H LSM 09L-09H LSM 10L-10H Unknown Grand Total

Under 18 0% 0% 0% 0% 0% 0% 0% 1% 1%

18-24 1% 0% 1% 0% 0% 0% 0% 0% 3%

25-34 7% 0% 13% 3% 1% 1% 0% 1% 26%

35-44 7% 0% 13% 3% 3% 1% 1% 1% 28%

45-54 5% 0% 7% 3% 3% 1% 1% 1% 21%

55-64 3% 0% 3% 2% 1% 1% 1% 1% 12%

65+ 1% 0% 2% 2% 1% 1% 1% 1% 10%

Grand Total 24% 2% 40% 13% 8% 5% 3% 5% 100%


Age and LSM Profile & Income Heatmap

# Income

Row Labels R 1000 - 2999 R 3000 - 4999 R 5000 - 6999 R 7000 - 8999 R 9000 - 10999 R 11000 -12999 R 13000-14999 R 15000-16999 R 17000-20999 R 21000-23999 R 24000-25999 R 25999-32499 R 32500-34999 R 35000-40999 R 41000+ Grand Total

Under 18 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0%

18-24 0% 2% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 0% 3%

25-34 0% 21% 3% 0% 1% 1% 0% 0% 0% 0% 0% 0% 0% 0% 0% 27%

35-44 0% 19% 5% 1% 1% 1% 0% 0% 1% 0% 0% 0% 0% 0% 0% 29%

45-54 0% 11% 5% 1% 2% 1% 0% 0% 1% 0% 0% 0% 0% 0% 0% 22%

55-64 1% 4% 2% 1% 1% 1% 0% 0% 1% 0% 0% 0% 0% 0% 0% 12%

65+ 3% 1% 1% 1% 1% 0% 0% 0% 1% 0% 0% 0% 0% 0% 0% 9%

Total 4% 58% 16% 3% 6% 3% 2% 1% 3% 1% 1% 0% 0% 1% 1% 100%


Spending power (Actual Spend for Specific

Category) By Financial Affluence Segment

Segments by Economic Spending Power

Next Up: Alex Mall Launch Tomorrow


McCormick

Alex Mall

Packages

Location Based

Real-time Engagement

Branding

Unique Reach

Opt-ins

Special Promos

Voucher Promos

Direct Ads

Competitions

Sponsored Games

Free WiFi Lure


McCormick

Listing

Estimated

Reach

2 000 Ads

Features

Logo/ 1 Image

Short write up

of offer (120

characters)

Click-through to

website

Premium

Listing

Estimated

Reach

3 000 WiFi Ads

1 500 SMS Ads

Features

Logo on top of

profile

Short Code and

Keyword

1 Profile Page

1 x Campaign

Module

No Direct URL

Starter

Estimated

Reach

5 000 WiFi Ads

2 000 SMS Ads

Features

Logo on top of

profile

Specials

Module

3 Pages of

Content

Short Code and

Keyword

1 x Campaign

Module

No Direct URL

Marketer

Estimated

Reach

10,000 WiFi

Ads

5,000 SMS Ads

Features

Branded

Specials

Module

Short Code and

Keyword

Vouchers Mod

5 Pages of

Content

1 x Campaign

Module

Direct URL

Enterprise

Estimated

Reach

30,000 WiFi Ads

10,000 SMS Ads

Features

Branded Portal

App

Specials

Module

Short Code and

Keyword

Vouchers Mod

Competition Mod

15 Pages of

Content

2 Campaigns

Branded URL

Promotion Options for Retailers and Advertisers of all sizes…

Take-Aways

1. Township Shoppers are mobile first savvy

2. Wi-Fi is a great way to activate and track a significant percentage of

your shoppers

3. Infotainment through mobile and activation is key to driving

engagement and hype

4. Airtime is a currency

5. Co-marketing in malls is an opportunity for tenants and advertisers –

lets chat.


Township Mall Shopper Marketing

In the challenge lies the opportunity…

Thanks

Chris Cochrane, MD Xpertek Contact @XpertekC

Raymond Buckle, CEO Silverstone @HelloMobile
