Discover how Klépierre’s data hub drives shopping mall growth through laser-sharp marketing. Know how retailers and mall managers work together to improve sales. Discover how the end-to-end unified ForePaaS Platform’s automated and integrated features helped increase mall traffic.
Klépierre sought to broaden its relationships with its mall shoppers through a data hub with new marketing programs designed to yield greater consumer loyalty, higher mall visits and ultimately better spend rates. These included better-targeted advertisements, seasonal gift ideas, other customized offers and better overall customer engagement before and after mall visits.
Unrelenting competition from online shopping sites
Like many shopping mall operators worldwide, Klépierre faced unrelenting competition from online shopping sites. The company decided to build a data hub to boost its marketing programs to improve Footfall (the number of people entering their shopping mall) across its malls.
Klépierre wanted to increase consumer interactions through many touchpoints, including emails, social media, shopping mall websites, and mobile apps. The company also needed to efficiently follow marketing investments across all its malls, better measure the effect of new marketing initiatives, and more easily track critical KPIs like Conversion Rates and Average Value Transactions.
A data hub to fix fragmented data
The data needed to achieve these objectives was very fragmented. Each shopping mall is independent and runs its operational systems. They each have their websites, Facebook pages, email applications, and mobile apps. This data needs to be integrated and reconciled with local Footfall information. Important value-added data from public data sources, such as Twitter feeds for retailers, local weather conditions, country-specific holidays, TV ads and shows, and local events such as soccer matches or sports championships, must also be incorporated and coordinated. Another level of complexity comes from the different languages spoken in each of the 16 countries and Klépierre’s corporate-level ERP system added to the mix.
Manually cleaning, reprocessing, and consolidating all this information was out of the question. Klépierre wanted to avoid mistakes and needed access to the information on a dime using a data hub.
Klépierre did not have the in-house know-how to build and manage such a complex data hub infrastructure and did not want to hire a considerable team. They were also looking for a solution to allow business users, such as local marketing teams, retailers, and corporate headquarters, to collaborate.
The data hub solution
Klépierre chose the ForePaaS Platform to build their data hub for three main reasons.
- First, without hiring data experts, ForePaaS allowed Klépierre to quickly build the data infrastructure thanks to its easy-to-use interface, pre-built data connectors, and advanced data storage capabilities.
- Second, the ForePaaS Platform enabled Klépierre to quickly build their own KPIs and dashboards and maintain their application over time using the only engineer they had on board.
- Lastly, Klépierre was looking for a collaborative solution. The ForePaaS Platform’s collaborative approach fostered cooperation between the data scientist, engineer, and business users by allowing business users to work with the data engineering teams to develop new KPIs and rapidly adapt to changing consumer behaviors.
The ForePaaS Platform manages several data update frequencies. For example, Footfall is updated every 15 minutes. Web and SMS messages every 3 hours, while other updates are completed daily. Local malls’ and headquarters’ dashboards are updated every morning across several time zones.
Building the first data hub prototype took only eight weeks. After a successful testing period with five initial shopping malls, the solution was quickly deployed to the remaining 100 shopping centers.
Klépierre mall managers can now collect precious information about their consumers, focus on specific consumer segments and think surgically about their marketing campaigns through the data hub. They know the lowest-performing hours and underperforming stores in their stores and can easily target these to improve conversion rates. They’re making marketing decisions based on real-time intelligence and quickly determining which marketing campaigns are the most responsible for driving sales. Klépierre mall managers are also using this information to make strategic tenant mix reviews; and better manage their rent pricing and overall commercial planning.
Klépierre can compare mall-to-mall and country-to-country performances and track which malls provide the most significant opportunity for growth. With their new data hub, Klépierre is now planning for the future with more confidence. They’re building a second application using the ForePaaS Platform to develop deeper consumer insights and run predictive models to drive growth further.
Elise Masurel, Marketing, Innovation, and Digital director at Klépierre, told Business Immo why and how the European expert of shopping malls uses a data hub built with the ForePaaS Platform to maximize better the impact of its drive-to-store actions, together with the retail brands.
Leveraging the ForePaaS Platform, Klépierre quickly finished integrating, aggregating, and visualization of different data types. They now can see in almost real-time the direct effects of any given marketing program, including improved mall traffic and increased profitability.
The long-term goal is to use the data hub more and exchange more data with retailers to strengthen their relationships and improve retail performance.
For more articles on cloud infrastructure, data, analytics, machine learning, and data science, follow Paul Sinaï on Towards Data Science.
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