1 DEBORAH  WEINSWIG,  MANAGING  DIRECTOR,  FUNG  GLOBAL  RETAIL  &  TECHNOLOGY  DEBORAHWEINSWIG@FUNG1937.COM    US:  917.655.6790    HK:  852.6119.1779    CN:  86.186.1420.3016  Copyright  ©  2016  The  Fung  Group.  All  rights  reserved.  

MARCH  9,  2016  

Key Takeaways from Webinar with Sprooki on: Customer Engagement via Mobile & Retail Analytics  

At   our   webinar   on   March   8,  Michael   Gethen,   Co-­‐Founder   and  Managing  Director  of  Sprooki,  and  Deborah  Weinswig,  Managing  Director  of  Fung  Global  Retail  &  Technology,  discussed  the  value  of   analytics-­‐driven   customer   engagement.   Sprooki   is   a  technology  company  that  serves   the  Asia-­‐Pacific   region’s   largest  malls   and   retailers   with   a   location-­‐based   mobile   engagement  

platform   that   helps   retailers   win   more   customers.   The   platform   can   engage   with  mobile  consumers  on  a  daily  basis,  wherever  and  whenever  they  choose  to  shop.  

Rich  customer  data  and  analytics-­‐driven  consumer  engagement  were  the  main  topics  of  discussion  during  the  webinar.  Gethen  described  the  nexus  between  consumer  data  and  meaningful  analytics  as  “the  holy  grail  for  retail.”  The  mobile  phone/tablet  is  now  the   ultimate   means   to   collect   and   enrich   data   in   order   to   tailor   marketing  communications   that   target   consumers   in   a   relevant   way,   because   consumers  increasingly  want  retailers  to  come  with  them  wherever  they  go,  whenever  they  decide  to  go  and  for  whatever  they  want.  

 

From  the  consumer’s  perspective,  the  key  points  are:  

• “Wherever  I  am,  your  company  is  available.”  

• “Whenever  I  choose,  your  business  service  is  at  my  fingertips.”  

• “Whatever  my  next  step,  you  have  anticipated  my  needs.”  

• “Whatever  my  actions,  you  are  ready  to  respond.”  

Sprooki   uses   mobile   technology   to   help   retailers   and   malls   drive   commerce   in  intelligent   ways,   particularly   via  mobile.   However,   even   though   e-­‐commerce   and  m-­‐commerce   are   important,   the   goal   of   most   retailers   is   still   to   drive   traffic   to   their  physical  stores.  

Retailers  can  harness   technology   to  capture  demographic   information,  of   course,  but  they   can   also   use   it   to   find   out  when   and  where   their   customers   are   engaging  with  

 

  2 DEBORAH  WEINSWIG,  MANAGING  DIRECTOR,  FUNG  GLOBAL  RETAIL  &  TECHNOLOGY  DEBORAHWEINSWIG@FUNG1937.COM    US:  917.655.6790    HK:  852.6119.1779    CN:  86.186.1420.3016  Copyright  ©  2016  The  Fung  Group.  All  rights  reserved.  

MARCH  9,  2016  

them.   Marketers   can   then   use   that   information   to   send   real-­‐time,   personalized,  algorithmic-­‐driven  campaigns  directly  to  customers  when  they  are  near  a  store.  

 The  typical  consumer  today  goes  through  a  multitude  of  platforms  in  order  to  make  an  informed   purchase.   For   example,   a   consumer   may   find   a   pair   of   shoes   or   a  recommendation   for   a   certain   pair   on   Facebook.   He   subsequently   browses   for   the  shoes   both   online   and   in   a   store.   While   in   the   store,   he   may   continue   to   use   his  smartphone   to   further   research   his   purchase.   Once   he   finally   buys   the   shoes,   he  receives   them   either   in   the   store   or   by   delivery   at   home   (if   he   has   purchased   them  online).  His  purchase  decision  may  have  been  helped  along  or  encouraged  by  an  alert  of  a  sale  or  promotion.  

Retailers   will   increasingly   see   how   there   is   separation   between   decision   making,  purchasing,  paying  and  receiving,  and  they  will  have  to  work  to  take  the  friction  out  of  this  type  of  shopping  in  order  to  maintain  customer  loyalty.  

Customer   data   is   more   important   than   ever   before   because   people   are   more  connected   to  mobile   than   ever   before—and   the  mobile   phone   is   the  most   powerful  and  meaningful  way  to  connect  with  consumers  as  they  shop,  both  online  and  in-­‐store.    

As  consumer  choice  becomes  wider  and  deeper,  consumers  expect  more  from  brands.  An   analytics-­‐driven   approach   to   consumer   behavior   will   deliver   better   outcomes   for  both   shoppers   and   retailers,   Gethen   noted,   and   he   said   it   is   the   only   way   to   help  retailers  grow  consistently  in  the  future.  

   

 

  3 DEBORAH  WEINSWIG,  MANAGING  DIRECTOR,  FUNG  GLOBAL  RETAIL  &  TECHNOLOGY  DEBORAHWEINSWIG@FUNG1937.COM    US:  917.655.6790    HK:  852.6119.1779    CN:  86.186.1420.3016  Copyright  ©  2016  The  Fung  Group.  All  rights  reserved.  

MARCH  9,  2016  

 

Deborah  Weinswig,  CPA  Managing  Director  Fung  Global  Retail  &  Technology  New  York:  917.655.6790    Hong  Kong:  852.6119.1779  China:  86.186.1420.3016  deborahweinswig@fung1937.com    John  Harmon,  CFA  Senior  Analyst  

Rachael  Dimit  Research  Associate  

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