业内信息参考mall master-non us ch version

1、索博客客流量管理服务,为购物中心经营管理带来显著改善Improving Shopping Center performance through traffic intelligence议 程Agenda简介 Introductions索博客全球业务概况 ShopperTrak Overview为您带来的实用价值 Value Proposition Review欢迎提问 Q&A索博客业务概览- 全球最大客流量管理公司ShopperTrak Overview - Global Leadership在全球75个国家,安装超过 60,000 个客流计数器 60,000+ Managed Devices

2、服务于400多个知名购物中心和名牌连锁店 75 Countries in Operation每年统计超过80亿客流量 Over 400 Major Retail and Shopping Center Clients行业技术领跑者，拥有15项国际专利 8 Billion+ Shoppers Counted Annually覆盖全球零售业市场的客户群：Serving the Entire Retail Marketplace购物中心:服务350 +家全球知名购物中心350+ Shopping Centers served零售商:服务400+ 家全球一流零售品牌商400+ Global retai

3、lers servedBE AT LEAST ANOTHER QUARTER OR TWO, HOWEVER, BEFORE RENTS BEGIN TO INCH UPWARDS, INSTEAD OF DOWN, HE ADDS. 全球购物中心租金和空置率走势（2006-2012）Shopping Center Trends空置率居高, 无明显好转Vacancy Rates Stagnant 零售业销售仅小幅上扬Only modest gains expected with sluggish retail growth租金回报持续走低Falling Rents从2008年第三季度开始下跌，

4、目前平均约为USD14.9/平方英尺Falling since the third quarter of 2008: currently $14.99 psf市场竞争激励Rising Competitive Threats商业街, 电商, 自由集市等等各种新型商业形态不断涌现，挤占市场份额Open Air malls, e-Tailing, free-standing retail trend该运用哪些策略，应对以上消极市场环境How can Shopping Centers offset negative market dynamics?客流量数据，影响购物中心经营成败Leveraging

5、Traffic to Drive Revenue+增加租金收入增加广告收入识辨新的盈利点 改善管理效益: 使用商场内停留客流数据，做出更智慧的商业决策 以最佳市场推广成本，吸引 消费客流 合理进行能耗、人力资源调配，控制营运成本 市场营销投资回报和效率分析 品牌旗下所有购物中心的分析 购物中心客流更深层次分析全行业最高准确率Industry Leading Accurate Traffic Data准确率承诺可达95%+95%+ Guaranteed Total Accuracy确实可行的数据分析World Class Traffic Data Analytics世界级的客流数据分析In-Ma

6、ll and Portfolio-wide+洞悉客流背后的规律: 了解客流商机、消费趋势和潜在销售机会提高盈利: 找出能改善收入的关键点客流分析，为提高盈利和改善管理效益带来关键指导Critical traffic insights to increase e and improve efficiency典型的购物中心客流统计点位布局Typical Shopping Center Configuration第1阶段：覆盖所有出入口Perimeter Traffic all entrances第2 阶段：粗略的商场内客流统计-电梯、扶梯、楼层Basic Interior Traffic Esca

7、lators, stairs, upper level entrances第3 阶段：详细的商场内客流统计区域客流分析（蓝牙）Detailed Interior Traffic incremental zone analysis (BlueTooth Nodes)客流分析始于准确、完整的数据统计： 24 x 7 x 365 It Starts with Accurate Data高精确度 =Total Accuracy所有出入口准确的统计Accurate Entrance Counts不间断的数据准确度验证Ongoing Verification+数据的完整性Complete Data Set

8、s+成成功运用客流量数据的主要因素: Key Elements 真正的精确度不仅仅是简单的门口统计 Total Accuracy versus front door counting 管理层的信任、管理文化的转变从总经理做起 General managers must believe in accuracy 要设定正确的评估标准和激励制度 Ability to create performance targets and bonus elements24 x 7 x 365全年无休技术支持97.4% 提高盈利: Increase e 找出能改善收入的关键点 Identify and react

9、 to critical e opportunities 租户管理Leasing Strategy租户的租金与其所处位置的客流成正比吗? Do my lease rates reflect traffic patterns?主力租户组合是怎样影响客流的? How has anchor tenant mix impacted traffic?不同的租户组合对客流的影响是怎样的? How has tenant mix/location impacted traffic?根据客流类型和趋势数据，增强租约谈判，并确保每个租户都能找到最合适的选址Improve leasing, rent review

10、and kiosk optimization广告收益最大化Maximize Advertising Revenue 用客流数据，量化高客流区域广告牌价格 Increase revenue with appropriate pricing for high traffic areas 通过活动中客流量的增长，做为广告提价指导 Leverage high traffic events as pricing driver通过量化高客流区域使利润最大化Maximize Profits by Leveraging High Traffic Zones物业升级、重装机会Refurbishment Oppo

11、rtunities把客流数据作为评估物业是否需要重新装修的一项指标 Use traffic numbers/trends as part of evaluation for refurbishment 用重装后的客流数据来证明重装的投资回报率 Plan construction to minimize impact to sales and demonstrate refurbishment impact用数据来说话，让数据做为以后商业决定的一个重要评判依据 Leverage data for future decision making“我们商场业绩欠佳，但是投资方对我们提议的重新装修、物业

12、升级计划持保留态度。是索博客公司提供的客流数据让我们下定决心，装修后的客流数据也印证了我们原来的估计，达到了预期目标。” “it was clear we had an under performing property but investors were sceptical about our upgrade plans; however, traffic data from ShopperTrak helped us make the case to go forward. The post improvement traffic gains also met our expectati

13、on on lift and velocity which helped prove our original estimates and ongoing goals.” - 资产管理高级副总裁 SVP Asset Management用量化的目标把物业升级、重新装修的阻力减少到最低Minimize refurbishment difficulties with targeted data 改善管理效率 Improve Efficiency: 用购物中心出租情况来推动重大决策制定Utilize Shopping Center occupancy to drive critical decisi

14、ons客流统计能直观的对推广效果进行评估 Traffic Intelligence Answers Key Marketing Questions 这次的推广活动有吸引来可观的客流吗?Did my campaign drive more traffic into the Shopping Centers?优化营销策略，把钱花在刀刃上?How do I prioritize spend among my locations?具体量化每次营销活动对客流的实际影响 Quantify each initiatives impact on actual foot traffic根据客流变化结果，找出投资

15、回报率最高的营销组合 Prioritize spend based on actionable traffic data结合历史同期活动的客流量数据，对比分析得出客流规律，为制定今后的活动方案提供依据 Develop triggers to decrease or increase spend量化市场营销活动的效果Quantify Marketing Campaign Effectiveness 最大化市场营销的投资回报率，来拉升客流Maximize Marketing ROI and improve traffic12 Days of Shopping campaign * Traffic

16、increase of +3.2% *营销活动详析 持续时间、投入预算客流变化&投资回报率Shpng CtrShpng CtrCompare comp market traffic for Regional and Metro优化营销策略 Prioritize Marketing Spend索博客报表: 客流按地点 Metric: Traffic by Location 能帮到您: 一目了然旗下各购物中心的客流状况，为制定今后活动方案提供依据 Value: Knowing foot traffic allows for better allocation of Marketing Spend.

17、 减少投入Decrease spend增加投入Increase spend客流分布规律和趋势 Traffic TrendsHour BeginningSunMonTueWedThuFriSatWeek Total10:00 AM0.0%0.3%0.3%0.3%0.3%0.4%0.5%2.1%11:00 AM0.7%0.7%0.7%0.6%0.6%0.8%1.3%5.4%12:00 PM1.4%1.2%0.9%0.9%0.9%1.1%2.0%8.4%1:00 PM2.1%1.5%1.2%1.1%1.2%1.5%2.5%11.1%2:00 PM2.7%1.8%1.3%1.2%1.3%1.7%2.9

18、%12.8%3:00 PM3.0%1.7%1.2%1.2%1.3%1.6%3.0%12.9%4:00 PM2.7%1.6%1.1%1.6%1.1%1.6%3.0%12.3%5:00 PM2.3%1.3%1.1%1.5%1.1%1.6%2.6%11.0%6:00 PM0.3%1.2%1.1%1.0%1.1%1.7%2.3%8.8%7:00 PM0.0%1.1%1.1%1.1%1.1%1.7%1.8%8.0%8:00 PM0.0%0.8%0.8%0.9%0.9%1.5%1.4%6.4%9:00 PM0.0%0.1%0.1%0.1%0.1%0.2%0.2%0.7%Daily Total as a %

19、 of Week15.3%13.3%10.9%10.6%11.0%15.4%23.4%100.0%Power Hours as a % of Week12.8%6.6%0.0%0.0%0.0%12.9%20.0%52.3%掌握客流分布规律和趋势，有效分配和安排物业管理、维护、安保、保洁人员等，合理利用人力资源，优化购物中心内部管理作业。Understand traffic patterns to ensure proper staff allocation合理安排人力：优化工作人员和客流量比，以最佳人力成本为顾客营造最佳购物体验Labor Optimization: Compare Traff

20、ic to Labor to Determine Over or Under Staffing索博客报表： 每小时客流 V.S.每小时员工数 Metric: Labor Optimization 能帮到您： 清晰呈现出，购物中心如何合理的、在每个营业小时里根 据客流的情况调配人手 Value: Illustrates how well center is staffing to traffic by hour of the day. Times of understaffing and overstaffing e evident.人力不足Understaffed 人力过多 Overstaff

21、ed Hawthorne Center每小时客流 V.S.每小时员工数 Hourly Traffic v.s. Hourly Labor 12月31日，星期六 洞悉客流背后的规律: Gain Insight: 了解购物习惯、消费趋势和潜在销售机会Understand total traffic opportunity and key trends商业分析 Commercialization Analysis 能量化一场推广活动对客流带来的影响吗? Can you quantify the impact of your events? 能最大化一场推广活动带来的投资收益吗? Are you ma

22、ximizing event based revenue?通过对客流变化的准确收集，来优化营销活动策略Quantifying traffic impact maximizes event effectiveness东北走廊 车展NE Corridor Car Show平均逗留时间Average Shopping Time完整的显示出客流量、客流峰值和客流峰值时间段 Full reporting on visitors and peak times了解平均逗留时间 Understand average shopping duration能显示出购物中心客流关键趋势 Simplified view

23、 of key Shopping Center trends 了解客流数据和趋势，做出更智慧的商业决定Understanding data and trends allows for better decision making.使用店内客流统计了解更多Complete Insight Through Interior Analytics基于蓝牙技术的店内统计Interior statistics using Bluetooth technology区域 Zone客流Traffic逗留时间Dwell1 JCP Courtyard10,0461m 10s2 Macys Courtyard8,2722m 5s3 North Courtyard15,4510m 35s