SKALE CASE STUDY
How One of the Largest Lifestyle Mall and Real Estate Groups in Asia, Collaborated with SKALE to Drive Footfall Rebound, 7 digit tenant sales and High Quality Recurring Shoppers
Client Overview
Mall Challenge
- Need to drive rebound in Mall Footfall yet ensure low COVID transmission risk
- Need to Translate Mall Campaigns beyond fun experiences, into Tangible Sales for Tenants
- No effective means to track ROI and sales driven to tenants Real-Time
- Unable to track who their customers are, and drive high quality shoppers to download mall app
The Objective
- Introduce Gamified Mechanics to Drive Shoppers to return to Mall and Drive Tenant Sales, focusing on categories that were badly impacted by COVID
- Capture Customer Data (Name, Email, Mobile, Preferred Mall) for Shoppers who participate
- Identify High Quality Shoppers and convert them to App Users to allow mall to continuously engage Shoppers at low cost in future
Overview of Campaign
SKALE introduced a Nationwide Digital Stamp Card challenge for all participating malls within the Client’s portfolio, allowing Shoppers an opportunity to win attractive prizes and Digital Vouchers from the mall upon unlocking various tiers of stamps
By creating a Web-based Stamp Card experience, Shoppers did not have to install any app to participate, further bolstering its shopper participation rate.
Shoppers could collect a Stamp each time they uploaded a receipt from a participating tenant store or when they scanned a tenant’s unique QR Code in-store. Upon completing 3 stamps or more, shoppers will be able to unlock new rewards, further perpetuating repeat visits to the mall
The Solution
Geo-Fencing and Building Up A Customer Database
To acquire new shoppers and trigger them to visit the mall, SKALE introduced its proprietary geo-fencing capability by delivering highly targeted ads (as narrow as 100m – 5km) to the most relevant shoppers around each mall, optimizing to capture the most high value shoppers.
Shoppers could easily participate in the Digital Stamp Card by registering and submitting their contact details (Name, Email, Mobile), allowing this contact details captured to be synced directly with the Mall’s CRM.
More importantly, SKALE was able to support the mall in closing the data loop, beginning with the source of every new Shopper (e.g. Ads) to building up a wealth of data about each shopper starting from capturing personally identifiable contact details to their preferred mall, tenant store sales and total mall spending across tenants on a real-time basis.
Driving Specific Tenant Sales
To incentivize Shoppers to spend across key tenant categories, the Digital Stamp Card was designed to introduce specific challenges for each category (e.g Spend RM50 in any of the participating F&B stores).
For specific lifestyle and retail categories, SKALE combined the objective of driving sales conversion with enhancing overall basket size of shopper spend by setting higher spend thresholds within the challenge. By doing so, SKALE further optimized its geo-fencing to capture the highest value shoppers in each mall vicinity.
Converting High Quality Shoppers to App Users
The Digital Stamp Card allowed the Mall to have real-time visibility on sales converted in each tenant store and be able to identify the highest value shoppers based on total average spend, frequency of spend and top spend categories.
Through that, SKALE was able to identify which of these Shoppers were new to the mall and automatically trigger an automated message to invite the Shoppers to install the Mall’s App.
Reminding Shoppers to return to Mall, post Pandemic
More importantly, SKALE’s solution enabled Mall to not only build up a customer database, but to be able to leverage on the contact details captured to trigger personalized reminders to Shoppers to return to the mall post pandemic.
Result
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