Tracking Digital’s Effect on Bricks JESSICA MALCOLM
04.28.17 Agenda
About GGP Verified walk-in case study with 1 4 SITO
Verified walk- Verified walk-in in/store visit case study with 2 programs 5 Facebook
Shopper Key insights 3 relevancy 6 ABOUT GGP
We’re transforming the retail real estate experience
We own and operate over 100 retail real estate properties, including shopping centers including Water Tower Place and several street retail properties. AT GGP
We’re focused on staying shopper’s consideration set
Most shopper’s know where their local shopping center is, but we need stay relevant and solidify our place in the shopper’s consideration set. Verified Walk-in Programs
Allow us to tell if a consumer saw one of our advertisements and then visited one of our shopping centers Core Components of Verified Store Visit Programs
Advertising platform geofences the property
Shopper Sees Ad on mobile device
Shopper’s mobile device is tracked crossing into the property’s geofence Common Key Performance Indicator
Cost per Verified Walk-in.
Amount Spent on Advertising ÷ Number of People that Visited the Store = Cost per Verified Walk-In Potential Partners
SITO Verified • Display • Hyper-targeted • Very Customized Store Visit • Budget-friendly
Programs Ninth Decimal • Display • Hyper-targeted • Very Customized • Budget-friendly
Snapchat (beta) Most of the major advertising • Snap to store filters • Must run across 100 locations platforms are working to • Limited customizations develop verified walk-in programs. We’ve tested 3 Google (beta) • Display partners and have discussed opportunities with 5 partners. Facebook (beta) • Newsfeed ads • Must run across 100 locations • Limited Customization Sito
Sito is a programmatic display partner that allows us to identify shoppers that have interacted with our ads and have entered our properties. No minimum number of locations with a minimum spend of ~$70K.
We’ve partnered with Sito on several campaigns Ninth Decimal
Similar to Sito, Ninth Decimal is a programmatic display partner that allows us to identify shoppers that have interacted with our ads and have entered our properties. There’s no minimum number of locations and the spend varies.
We’ve partnered with Ninth Decimal several times. Google
Google’s Store Visit beta allows companies to run ads on their display network and will track the number of shoppers that enter the property. There’s no minimum number of locations, but you must generate 200K clicks.
We have not partnered with Google on a store walk-in program. Snapchat
Snapchat’s currently offering a beta store walk-in program called Snap-to-Store. If you have over 100 properties and are willing to spend more than $100K/mo. Snapchat will tell you if a shopper saw your geo-filter and then visited your property.
We have been actively discussing this program with Snapchat. Facebook
The Facebook Store Visit Pilot is still a closed Beta, but we’ve been participating since February. There’s a minimum buy of $100K and you have to have at least 100 locations participating in the program. Facebook Store Visit Pilot
Shopper sees ad on Facebook + Shopper Visits at GGP property = Verified Walk-in Facebook Limitations
• Same image and copy must be used across all properties • Only 2 calls-to-action available • Get Directions • Call Shopper Persona
Key Point: Extremely busy, but being fashionable is a priority.
Shopping Style: Focused on latest fashion trends so she can stand out. Maintains a professional look. Uses social for shopping influences. Sometimes shops without a particular item in mind. Courtney Hinsdale, IL (Oakbrook)
Age: 34 HHI: $75k Education: B.S. Business Occupation: Software Sales, Sr. Mall Trips: 3-4/mo. Shopper Mindset
Courtney Visits Oakbrook Center to make fashion purchases and occasional entertainment
As a busy person who visits the mall for inspiration, I want a place to browse for the latest fashions, so that I can stay on trend and maintain a professional look
9 Shopper Journey
Out-of-property
In-property
Shopper POV
While waiting in line at her On Saturday Morning, Courtney decides to run to Courtney logs onto WIFI in the favorite coffee shop near the Oakbrook to get a few spring dresses. She parks mall to search for a floral dress office, Courtney opens outside Nordstrom before heading into the she wanted from J Crew Facebook on her phone property to go to Aritiza. She stops and looks at MAC lipstick before heading into Aritiza
Pre-Shop In-Property
Touchpoints Facebook Verified Walk-In Facebook’s geofence Courtney logs into the Carousel ad for Oakbrook Center recognizes that Courtney property’s WiFi and receives with ’Get Directions’ CTA is in the property a welcome email from Oakbrook Center
Courtney receives an email from about Oakbrook Center’s fashion retailers
Post-Shop
On Sunday, Courtney checks her Courtney stops by Monica and email and starts confirming her Andy’s on her way out of sales calls for the week ahead. Oakbrook to grab a gift for a baby shower.
10 Facebook Results
• Unprecedented Cost Per Verified Walk-in cost • Significantly lower than display partners Fashion Show Mall Sito
Shopper sees ad on a Website
Shopper Visits+ the GGP property
Verified= Walk-in Key Point: Excited to have a fun time in Las Vegas.
Shopping Style: Visit Las Vegas each Labor Day. They stop by to take a break from the strip to grab lunch and a few key vacation items.
Jose & Paloma Tourism
Age: 30 HHI: $65k Education: Associates Degree; Hairstylist Occupation: Dental Hygienist & Hairstylist Mall Trips: 1-2/mo.
10 Shopper Mindset
Jose & Paloma Visit Fashion Show Mall over Labor Day weekend while on Vacation
As a couple on vacation looking for activities we both enjoy, we want a place to grab a great meal while browsing for the best vacation wear, so that we can stay relaxed while on vacation.
9 Shopper Journey
Out-of-property
In-property
Shopper POV
While reading fashion Paloma and Jose decide to go to Paloma visits H&M for her articles, Paloma realizes she’s Fashion Show Mall to grab a new Swimsuit and then the couple wants a new bathing suits. swimsuit for Paloma and Dinner takes a break from the heat inside the property
Pre-Shop In-Property
Touchpoints SITO display ad on Glamour.com Sito’s geofence for Fashion Show recognizes that Paloma and Jose are in the property
Post-Shop
On Sunday, Paloma and Jose meet Paloma and Jose decide to grab a another couple at the pool and bite to eat at the Sugar Factory mention that they had the best meal before leaving the property. at Sugar Factory at Fashion Show Mall.
10 Sito Results
• Las Vegas generated the lowest cost per verified walk-in in the portfolio Key Insights
Verified Walk-in Programs assist in showing if digital media programs drove traffic 1 into physical locations
Most major Social Media platforms are developing BETA Verified Walk-in 2 Programs
Consider your Shoppers journey when selecting the Verified Walk-in Program 3 that’s right for your company