Mall-Connect, a leading software company for shopping center marketing, announced the launch of the world’s first omni channel marketing platform: MyDeck. MyDeck enables shopping centers to eliminate two threats: First, the increasing digital influence on shopping behaviour and second the increasing need be consumer-centric.
MyDeck is a cloud-based platform from which mall managers can publish content and collect data from all digital channels; i.e. mall websites, mobile applications, newsletters, touch screens, video walls, in-store beacons, geo-fenced push messaging, social media and the loyalty program. With visitor data aggregated in the built-in database, centres obtain a comprehensive view on the customer.
Revolutionary for asset managers is the ability to compare digital marketing performance of a portfolio of malls. By running MyDeck in all their centres, critical KPIs are presented in one single dashboard, including footfall, dwell time and database growth.
MyDeck is a game-changer for centre managers who never had the means to perform consumer-centric marketing. Digitally influencing visitors was limited to the usage of stand-alone solutions; i.e. newsletter software, CRM system and hiring external app developers. Results were hard to measure and data could not be consolidated. As centres could not gain insight into visitors’ preferences, consumer-centric marketing was impossible.
“Based on demographic and shopping behavioral data, we created 30 visitor segments in MyDeck” says Dominique Desmeytere, manager of K in Kortrijk, a premier Belgian shopping centre managed by SCMS-Ceusters. “We already have recorded a growth in our online-offline conversion by displaying targeted promotions on the personal page of our centre’s website, our mobile app and newsletters”.
“The challenge was to put centres in direct contact with visitors. With MyDeck’s integrated loyalty program malls can engage with their most valuable consumers,” says Jasper de Vreugt, Managing Director of Mall-Connect. “By rewarding visitors’ loyal behavior with benefits of their own choice, the mall ‘learns’ which shops and gifts each visitor prefers. With this knowledge and MyDeck, the mall can send 100% relevant messages to each visitor. This is what we call consumer-centric mall marketing.”
Deloitte’s research shows that today, digital technologies influence 36% of over U$3 trillion dollars being spent across all categories of in-store retail sales in the US. ABN-Amro found similar figures: currently 46% of non-food purchases in The Netherlands are done with prior online information seeking (‘also known as webrooming’ or ‘online-offline conversion’), and this percentage is expected to rise to 64% in 2020.
Mall-Connect develops digital marketing solutions for the shopping centre industry. Mall-Connect delivers digital engagement tools and expertise to enrich the pre-shopping, shopping and post-shopping experience of consumers. The ultimate goal is to increase footfall and store revenues by converting anonymous visitors into loyal members of the shopping center.