NEPI Rockcastle is the leading property investment and development group in CEE (Central and Eastern Europe). They have an exceptional property portfolio with a dominant position in Romania, occupying 42% of the market. In Europe, they have an approximate 96.5% occupancy rate.

The total portfolio value of real estate developer NEPI Rockcastle rose by 20%  in 2017 , to more than EUR 5.9 billion at the end of 2018. Its revenues soared by 29.6% compared to the previous year to EUR 346 million in 2018, according to the company’s latest report. (Biggest mall owner in Romania reports 30% higher revenues in 2018, romania-insider.com,)

 

 

NEPI Rockcastle saved 42% of their digital marketing spend by implementing Footprints for Retail

The goals

As NEPI Rockcastle’s portfolio is on the rise, with an increase of 18% in 2018 (compared to 2017), we set out to implement an expandable investment model that transforms their shopper data into assets that can be monetized.

Our aim was to:

  • Collect shopper data and visualize the outcome as a predictive behavioral model in order to turn more visitors into shoppers in a faster manner, and increase sales in physical retail
  • Use online – offline probabilistic profiling in order to increase the impact of campaigns at lower costs
  • Plan ahead by understanding the relationship between sales and traffic performance when it comes to choosing and (re)locating shopping mall tenants.

 

The channels

  • Shopping mall Wi-Fi
  • Web
  • Mobile devices
  • Mobile app
  • Footprints for Retail was able to gather over 3 million anonymized shopper data and matched it to their online user data. The user data has been passed with consent to the shopping mall’s advertising & marketing interfaces. This move was made through the already set-up Wi-Fi networks.

The approach

We truly believe that data assets can help shopping malls create new streams of revenue and more sustainable business models. We have a vision and we’ve focused on bringing Shopper Behavior Profiling, Retail Analytics, Campaign Automation and Sales Automation together, making a simple all-in-one solution.

Our first steps included in the process were:

– Content and insights automation;

– Digital data assets management;

– Setting up a monetization platform.

  • Footprints for Retail uses this data and creates a substantial real-world shopping behavior segments. These segments can be used for multi-channel advertising having a focus on mobile advertising & omnichannel customer journey targeting.
  • Footprints for Retail collects and analyses data from approximately 60% of all mobile devices that are owned by active shoppers in Romania.
  • Footprints for Retail is the most advanced marketing automation tool for physical retail’s digital transformation. We use Artificial Intelligence and indoor shopping behavior data to act on what shoppers want and expect in shopping malls.

The use of know-how

By using Wi-Fi technology, data triangulation and device detection, we are able to create real-time analytics built on consumption patterns. This means we have the capacity to use data and related resources as soon as they enter the system. Footprints for Retail Indoor Location Analytics allows us to count, track and understand visits, their visit duration, in-store paths and other shopper patterns.

 

Thanks to this, we can provide up-to-date information about customers, which leads to better and quicker business decisions within minutes. Footprints for Retail Indoor Location Analytics allows your business to react without delay. Therefore, we can seize opportunities or prevent problems before they happen.

 

We can understand who the shoppers are and how they interact with the NEPI Rockcastle shopping malls in offline retail environment with the help of Indoor location intelligence, Omnichannel data integration & Machine Learning. We use advanced offline & online behavior data to manage & segment audiences. This way, we will ensure that your content has value, is consistent & relevant.

 

By using Footprints for Retail, NEPI Rockcastle took big strides to bridging the gap between marketing investment and offline sales. Our solution uses location data and algorithmic automation to improve the quality of their real-world sales efforts and to drive more sales.

 

Our Campaign Automation solution empowers physical retailers and media agencies to turn more visitors into shoppers way faster so that the shopping mall can reap the benefits. We bring the future of retail in the present.

Check out the link here to learn more about our innovative technologies.

The results

  • We implemented a new model – our solution became a standard across their 44 SHOPPING CENTERS
  • We obtained a 42% SAVING on their marketing spend
  • We allow marketing to go to THE RIGHT AUDIENCE based on what visitors are doing inside their shopping malls

For more detailed information about our latest solutions check out the link here.