Managing Director Britelayer

Britelayer Interaction Platform Seth van der Meer Managing Director Britelayer

dinsdag 1 oktober 13 agenda for today

What is Britelayer How does it work Real world experience

Corio’s initiative to connect and What’s behind the platform? How do After our first implementations, we have communicate with their visitors, and to customers pariticipate? What do we learn some findings to share with you. engage them with a customized interactive from them and how do we adapt our shopping experience. business?

dinsdag 1 oktober 13 our illusion is our target

dinsdag 1 oktober 13 900px x 535px corio

Retail property investor

Corio is one of the largest listed retail property investors and managers in Europe. Corio’s portfolio of !7.1 billion consists for 99% of shopping centres in The Netherlands, France, Italy, Spain, Germany 900px x 535px and Turkey. Corio manages its own shopping centres.

dinsdag 1 oktober 13 britelayer

Division of Corio

Britelayer is the customer centric communication platform for shopping centers to engage with visitors. Britelayer offers a CRM platform, communication channels and engagement tools that enhance the shopping experience and provide actionable data for shopping center management to improve the retail proposition

dinsdag 1 oktober 13 66% 47% what is 12% going on?

Smartphone Search shop E-commerce

dinsdag 1 oktober 13 looking for a negative Title 2

7 Google/Nielsen

dinsdag 1 oktober 13 favourite meeting place

high potential Develop quality Personalize the locations environment experience

Involve with local Engage through Social, economic, stakeholders all relevant media cultural dynamics

dinsdag 1 oktober 13 Britelayer FMP strategy

1. Core 2. Connect 3. Create

✓ WIFI network ✓ Loyalty / marketing dashboard ✓ Analyse behavior, needs and motivation ✓ Service desk ✓ Retailer dashboard ✓ Improve services based on analyses ✓ Footfall counter ✓ Service desk/hostess ✓ Special offers and rewards ✓ Wayfinding kiosk’s ✓ Loyalty card and App ✓ Extra services ✓ Webite and App ✓ Kiosk’s ✓ Member benefits ✓ Video casting

4. Communicate 5. Customise 6. Community

✓ Hostess ✓ Personal profiles ✓ Share Up’s, rewards, benefits, shop’s ✓ E-mail ✓ Personal offers ✓ Earn Up’s for/and together with friends ✓ News letter ✓ Location based offers ✓ Ear Up’s for social and good purposes ✓ Kiosk’s ✓ Levels and badges ✓ Find/meet friends in mall ✓ Mobile App ✓ Turn by turn guidance and way finding ✓ Bring-in friends and get rewarded ✓ Website ✓ Location based games ✓ Social gifiting ✓ Management dashboards ✓ Personal receipt fault ✓ Social media integration

dinsdag 1 oktober 13 start to communicate

Britelayer connects all C’s

With Britelayer, Corio is establishing a direct form of communication with its visitors. By interacting with its visitors Corio will be able to constantly enhance its proposition by listening to the voice of the crowd.

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Customers will only be loyal to you, if you are loyal to !#-5'+8) 23+(4$-5") them and reward them with attention, recognition and real engagement. This is not simply providing them an app or a loyalty program, but really going all the way: Be hospitable, be honest, be personal. 7%&5"&-"&+") *"+-6#%+'()

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dinsdag 1 oktober 13 Gets Provides Visitor Rewards Behaviour Services Spending Information Preferences Attention Contact info Status

wi-fi

Engagement CorioCorio Content Retailer how it Title 2 Loyalty CRM Communi- works User data cation

shopping center Shopping Center

dinsdag 1 oktober 13 1. Stimulate sharing

For each social media shaire, we reward our customers with points for their marketing How it 2. Stimulate connection We love to know who you are and where you works live, of course you’ll get something in return 3. Deepen relationship

Let us know what you like, what your favorite stores or rewards are.

dinsdag 1 oktober 13 4. Stimulate visits

Visitors get rewarded with visit points for each check in to the center How it 5. Stimulate spend We collect visitor receipts. Every Euro is 1 works buying point 6. Stimulate diversity

For each store you visit you get shop points

Buy + Shop + Visit = Levels

Only if you collect all 3, you will level up!

dinsdag 1 oktober 13 1. Credits = rewards

Points can be spent on rewards. We have consumer retailer and partner rewards proposition 2. Levels = service There are 3 or more levels. Each level has services like home delivery or valet parking What’s in it for me?

A highly personalized shopping experience, 3. Levels = status recognition, rewards and an unparalleled service level with special privileges for their loyalty. With your status, you will get privileges: VIP No more overload of untargeted adds and messages seating at a concert, your own parking spot A more welcoming shopping center that invites you to stay longer and come back any time you want

dinsdag 1 oktober 13 1. Credits = local currency

Credits can only be spent inside the tenant shopping center. Good for return visits! proposition 2. Rewards = opportunity By providing valuable rewards, you have a chance of winning first time visitors What’s in it for me?

Tenants will be able to reach relevant consumers 3. App = direct channel directly increasing the chance of conversion. Highten the exposure for your store, products or sales Targeted messages and ads are much more by delivering your message omnichannel successful then mass mailings Get valuable consumer data Saved points will lead to a local currency, increasing chance or return visits and higher spend.

dinsdag 1 oktober 13 shopping 1. Credits = local currency Credits are local and can only be spent center local. Shoppers less likely go elsewhere. 2. Data = leasing expertise

By gathering data on spend, preferences proposition and correlations: better leasing proposition

What’s in it for the shopping center 3. Loyalty = added value

Shopping centers can benefit from the program by Offering your tenants more that just m2 can adding value to both shopper and tenant justify higher rents, service costs, or More visits from the same visitor leads to bigger share advertising income. Relevant footfall is of wallet. worth more than overall footfall. Tenants not only rent space, they rent a loyal audience, not just footfall. We provide data about the customers that responded to a campaign. 18

dinsdag 1 oktober 13 UP Alexandrium

First implementation

Before we started we conducted a market survey: We asked consumer for their preferences, time spent, money spent, frequency and if they would prefer a loyalty card and App.

dinsdag 1 oktober 13 Title 1

dinsdag 1 oktober 13 insights Catchment area

Where do our members live? How do members behave compared to research? How effective are our marketing campaigns?

dinsdag 1 oktober 13 insights In spending categories

What categories are popular? How much is being spent? How does it compare to market study?

dinsdag 1 oktober 13 CorioCorio insights Comparable data Across our portfolio Title 2 = Expertise What are correlations between stores? What are best practices for campaigns? How do people compare across centres?

shoppin shoppin shoppin Shoppingg center Shoppingg center Shoppingg center Center A Center B Center C

dinsdag 1 oktober 13 For Corio

Increase in footfall, more money spent, business increased visit duration, actionable data, better proposition, higher valuation case For the retailers What’s the ROI? Direct marketing channel, increased footfall, higher conversion rates, valuable customer data, increased revenues

For the consumer

More relevant deals and discounts, recognition and appreciation, privileges, better shopping experience

dinsdag 1 oktober 13 looking for a negative results 4.0 30% 9000 mio After 6 months Alexandrium

Too early to see significant effects at Alexandrium. Members Stores From our experience in Italy we know that typically Total value spend increases 10% and store visits per shopping signed up receipts participating center visit double

dinsdag 1 oktober 13 results 34 60% 40k mio After 3 years Le Gru

At Le Gru, where the pilot project was initiated, we Members Stores results are stunning. Total value Over 40k members signed up, generating over 15% signed up receipts participating increased revenue and doubling the number of stores visited per visit.

dinsdag 1 oktober 13 1. Technology is no answer

The most difficult part of implementation is changing the company culture: From B2B to lessons a consumer marketing perspective 2. Platform needed

learned Building apps or introducing loyalty cards without a CRM system and big data strategy makes no sense

3. It is all about content

Once you have the tools and the platform, you need to communicate, attract and reward. You need content: events, services, deals, rewards...

dinsdag 1 oktober 13 looking for a negative what’s Optimize and enhance Roll out at all FMP’s We are constantly learning and improving. Currently employed at Alexandrium We have set up a development board and Rotterdam and MareMagnum Barcelona. next? will be working on a roadmap of new Next week Grand Littoral Marseille. features. At a higher pace, we will be rolling out the Expect to see a game connected to the concept in The Netherlands, Germany, loyalty platform, self scanning solutions and France, Spain and Turkey this year and next interactive video walls soon. year.

dinsdag 1 oktober 13 lunch time

dinsdag 1 oktober 13 QUESTIONS? DON’T HESITATE TO ASK [email protected]

nl.linkedin.com/in/sethlinked

dinsdag 1 oktober 13 FIN 31

dinsdag 1 oktober 13