CASE STUDY SUMMARY
Mall of the Emirates is one of the largest and most prestigious shopping centers in the Middle East, attracting more than 40 million visitors every year. With the aim of increasing the efficiency of their marketing campaigns and reducing the Cost per Visit, the mall decided to partner with Footprints AI for its unique capabilities around indoor customer behavior data and AI-powered solutions. The aim was to predict which people from the digital catchment area of the mall were most likely to visit the mall and shop for specific categories of products, with hour-level accuracy.
"The Footprints AI unique technology allowed us to understand who our current and potential customers are, what they want and what they need beyond what we could wish for." — Athul Vatolathil, Head of Data & Analytics, Majid Al Futtaim – Malls.
PROJECT OVERVIEW
In the first three months, the project involved using Footprints AI's indoor customer behavior data and AI technology to analyze the mall's digital ecosystem.
- The objective was to provide insights into the behavior, preferences, and shopping habits of the mall's customers, which would then be used to guide targeted marketing campaigns.
- This meant generating predictive analytics for their Digital Catchment Area (who the people around the mall are and what their interests and purchase intentions are).
- At the same time, generating predictive audiences based on this advanced consumer insight, which can be used for Retail Media campaigns.
CHANNELS
Shopping center Wi-Fi – Web – Mobile devices – Mobile apps – In-store transactions – Search media – Social media
THE APPROACH
Footprints AI operates on the belief that data assets can help shopping malls create new revenue streams and more sustainable business models.
Footprints AI used a combination of indoor customer behavior data and AI technology to analyze the mall's digital ecosystem. The data included foot traffic patterns, in-store engagement, search patterns, customer demographics, and purchase history, which were then used to predict which people from the mall's digital catchment area were most likely to visit it and shop for specific product categories, with hour-level accuracy.
THE RESULTS
The results of the pilot project were significant and exceeded Mall of the Emirates' expectations. By using the predictive, actionable insights generated by the Digital Catchment Area analysis and Predictive Audiences in their marketing strategy, the Cost per Visit for the mall traffic decreased by 38% during the three-month pilot project, and the mall saw a significant increase in the number of customers visiting it and making purchases.
The results of the pilot project have significant implications for the shopping center industry and demonstrate the potential of AI-based solutions to guide targeted marketing campaigns and increase efficiency.
Understand your customers' behavior.
Predict what your customers want and expect.
Influence shoppers across every Retail Media channel.
INDUSTRY IMPACT
By using indoor customer behavior data and AI technology, malls can gain a deeper understanding of their customers and use this information to enhance their marketing campaigns, resulting in increased foot traffic and sales.
