FootFall For All Making retailers smarter

Marketing Plan

Did you know that the food area is where people spend most of their time in a conference? This was the conclusion from tracking people movements during the conference. Unsurprising maybe, and yet, seeing how easy it is to capture the movements of people brought to life the disruptive force of wireless technologies.

Marketing Plan

Executive Summary

Situation Analysis

Goal

Strategy

Tactics

Implementation

Executive Summary

Footfall for All aims to know how many people are shopping, where they go and how much they spend

With unique shopper behavior data from an extensive network of installations and a wider range of offerings for its retail customers. Combining monitoring systems for a wide range of activities, from people entering the store and moving within it, to inventory, to product loss.

Footfallfor All will be strongly positioned to support detailed retail analytics, providing retail clients with a one-stop-shop for monitoring systems, data and analysis capabilities.

Threats- As technology becomes mission critical to retailers, big companies such as IBM and Oracle are widening the scope of their solutions.

Situation Analysis◦ Market overview

◦ Target Customer Overview

◦ Company Overview

Market Overview1

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Indian Retail market is among the top 5 retail markets of the world.

It is expected to double to US$ 1 trillion by 2020. (1)

The top retail chains in India are(2)-

Pantaloon Retail Pantaloon, Ezone, Central, HomeTown, Big Bazaar, Food Bazaar, Planet Sports

K Raheja Group Shoppers Stop, CrossWord, Inorbit, HyperCity

Tata Group Chroma, StarBazaar, Tashi, Westside

LandMark Group Spar, Max, Lifestyle, Babyshop, Centrepoint

Reliance Group Reliance Trends, FootWear, Digitial, Fresh

How can we help?

FootFall for All targets these retail chains. How? Let us understand it with the example of Big Bazaar.

Target Customer Overview2

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Big Bazaar is India’s largest hypermarket chain.

It has 250+ stores all over India and a turnover of 13,000 Crore. (3)

The footfall in Big Bazaar is 11 crore and the store area ranges from 30,000 sq ft to 1 lac sq ft.

Company Overview3

For such large chains, it's important to know what's going on!

Our aim is to help them learn who is coming in their doors, where they’re going and how to make the most of that information. Our solutions increase traffic, conversion rates and transaction size. In short, we’re in the business of improving effectiveness and profitability.

Our powerful, flexible business intelligence app makes it simple for everyone from corporate executives to assistants at the store level to access the data they need to excel.

Portfolio of offering to customers

Conversion rate

(outside to inside)

Floor level, zonal level

data

Time spend inside

Traffic outside the store

Max traffic hours

% of customers who left in x

minutes

Strategic assets via FootFall for All app

Insight A Insight B Insight C

Conversion RateTraffic

converted from outside

Window Display Marketing Strategy

Max traffic hours Busiest hours of day

Section wise traffic

Effective staff distribution

Zonal data Successful brands

Changes in brand visibility Conversion rate

Goal◦Identifying the desired outcome that the company aims to achieve

FootFall for All aims to provide retail analytical knowledge to all multi-brand retail chains across India. It is one of a kind and never been used technology for the Indian Market.

With due course of time and experience, the company aims to grow into multiple segments and specialise into the e-commerce business by providing analytical knowledge and consumer behaviour on websites like Flipkart, Koovs, Jabong.

After capturing Indian Retail Market, Footfall for All aims to expand globally and compete with its competitors

13,000,00These are the number of Retail outlets in India (highest in the world). (4) Footfall for All aims to integrate with them all.

Strategy◦Target market◦Value Proposition

DO MORE DO BETTERFirst

The company has an excellent data management platform and is focused on people tracking inside the physical store, placing mobile technology as the glue for in-store analytics, and strengthened the benchmark application to allow retailers to measure store demand against their community.

Tactics & Implementation

◦Product◦Service◦Brand◦Price◦Incentive◦Communication◦DIstribution

Products and Services1

Outside TrafficHelps determine the total opportunity, and whether they are receiving their fair share of shoppers. Conversion

RateHelps determine if window displays, promotional activities are attractive enough to draw customers in?

Time spent insidedoes a sales assistant greet the customer when they enter the store? After how long do they do so, and does this lead to an increase in customers making a purchase? What is the optimum time for a sales person to engage with the customer?

Max traffic hours to adjust their staffing needs and ensure that the right employees are on the shop floor at the right times. Zonal data

where are people going within the store and how long are they spending there? Are they drawn to specific promotions for example?

Dwell Timehow long are customers spending in the store and what is the average time it takes to make a purchase?

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Competitors

POD POPOur powerful, flexible business intelligence app makes it simple for everyone from corporate executives to assistants at the store level to access the data they need to excel.

Unlike our competitors who provide monthly/biannual consultation, our easy to use app provides useful insights at any time.

Store employees play a big role in ensuring that customers receive a superior shopping experience. This is why retailers need reliable shopper data to understand key shopping timeframes, including busy periods, and to adjust their staffing needs accordingly. In doing so, brands can ensure that the right employees are on the shop floor at the right times.

Brand Elements2

FootFall for AllMaking retailers smarter

Brand Mantra

From corporate executives to store managers in malls and entertainment venues around the globe learn who is coming in their doors, where they’re going at one tap on their phone and how to make the most of that information.

Simplicity Analytics Intelligence

Pricing3

Pricing Objective- Maximum Market Skimming (New entrant technology in Indian retail market)

Demand- 13,00,000 retail stores in India as primary target

Costs- Sensors, Stakeholders, Collaborators, Installation, Analysts, App backend and frontend developers,

Competitor Costs- Costs kept lower than competitor costs which are custom priced

Pricing Method- Perceived Value pricing and Value pricing

Prices- 3 packages- Grey (basic) Blue (intermediate) Gold (large scale enterprises)

BLUE GOLDGREYUp to 10 Locations

Up to 50 Beacons

Up to 10,000 Visitors

Survey, Feedback, Quiz Design

History & Tag based Segmentation

Consumer and Content Analytics

App Deep Link and Advanced Media

Up to 2 Locations

Up to 10 Beacons

Up to 1000 Visitors

Freestyle Design Capability

Basic Audience Segmentation

Visitor Analytics

iOS and Android SDK

Location, Beacon and

Visitor prices vary as per

requirement

Users and Roles

Telephonic Support

Design and Development Consulting

Beacon Deployment Services

600$/mo 150$/mo Custom

Incentives4

Trial Program

It gives customers an opportunity to try the product for 1 month, completely free. Product includes our Android app and iOS app to build ambient experiences in a physical location. The main aim of our trial program is to enable customers to evaluate a new-age technology and its value proposition for their relevant businesses

Promotional Pricing

We run special offers for festive days relevant to Indian market by deploying more sensors and providing rapid information through app throughout the important days like Dhanteras, Diwali where sale is expected to be maximum.

Incentives in Gold Package

To our loyal customers, we provide bonus information like a month analytics of their competitor for the same timeframe and an innovative insight for efficient competition with rivals.

Communication and Distribution5

Footfall for All aims to position itself at the heart of tracking the customer journey in the bricks-and-mortar store.

As a new entrant technology in the Indian Retail Market and on the app store, the tools for communication would be word of mouth, PR, Social Netwroking, Low cost promotional activities and Sponsorships.

Whether on television, newspapers or online media, when people think of footfall traffic, they think of ShopperTrak.

This presentation is made by Rhythm Tyagi, Delhi Technological University (Formerly DCE) for an internship programme under Prof. Sameer Mathur, IIM-L.

Thanks!

Credits and References-

(1)https://www.dartconsulting.co.in/DARTBlogs/top-10-retail-chains-in-india-success-stories-of-organized-retailing-and-stories-of-organised-retail-failure-in-india/

(2)http://retail.franchiseindia.com/article/whats-hot/trends/Top-Retailers-in-India.a404/

(3)http://articles.economictimes.indiatimes.com/2008-10-05/news/28407953_1_big-bazaar-retail-outlets-hypermarkets

(4)https://en.wikipedia.org/wiki/Retailing_in_IndiaAll images sourced from flickr.com and google imagesAnd Marketing concepts from Kotler and Keller.