Vnukovo Outlet Village together with Russ Outdoor, NPO Analitika and Synaps Labs started an omnichannel advertizing campaign

2018: Start of an omnichannel advertizing campaign

On July 6, 2018 it became known that the operator of outdoor advertizing Russ Outdoor and the outlet center Vnukovo Outlet Village in partnership with the companies "NPO Analitika" and Synaps Labs in the middle of May started an omnichannel advertizing campaign on the surfaces.

Several tools are involved in an advertizing campaign. First of all, based on technology and the equipment Synaps Labs installed on Russ Outdoor digital-constructions targeting of a bonus segment to which the target video Vnukovo Outlet Village is shown is performed. At the same time, Wi-Fi-sensors of NPO Analitika "catch" mobile devices in the cars passing by. Further advertizing of the same brand on the Internet is shown to the selected target audience. Besides, calculation of conversion after advertizing in two media by means of Wi-Fi-sensors of NPO Analitika set in the outlet, and in addition mounted cameras on entrance on the parking of the outlet is performed. All cameras will recognize the coming cars and compare them with those which were recorded at the advertizing structures. Thus, the customer will be able to understand what percent of audience of an advertizing campaign really reached to the shopping complex.

The collaboration of two communication channels — outdoor advertizing and advertizing on the Internet — raises a pritselnost and efficiency of a campaign. In case of Vnukovo Outlet Village it was important how it is correct to segment audience and to create the first contact, and to influence a target group repeatedly. The Synaps Labs technology allowed to target audience of outdoor advertizing and in real time to show it the relevant advertizing message on digital-surfaces of Russ Outdoor of format 5*15.

The repeated contact with audience on the Internet by means of development of NPO Analitika allowed to reach omnichannel of communications — from offline in online. The basis of technology of NPO Analitika is formed by the analytical platform able to process the depersonalized information on Wi-Fi-signals from smartphones. Information is aggregated and anonymized, no personal data are collected and not transferred.

In the second half of May, 2018 advertizing campaign of Vnukovo Outlet Village was launched on two boards. Placement on seven additional outside media carriers became the second stage.

"Through joint efforts with Russ Outdoor, Synaps Labs and NPO Analitika we developed mechanics which allows not only to interact with our target audience, but also to trace a real dokhodimost and transformation of potential clients into operating. As a bonus we obtain information on brands and models of machines of our visitors. Therefore, we can segment audience and show them a certain sort of the message, "catch up" with the buyer advantageous offers on the Internet. Thus, the project gives not only the chance to estimate advertizing efficiency in "outdoor advertizing", but also great opportunities for the analysis of traffic, so, more fixed studying and understanding of our target audience. Than better you know the buyer, especially precisely and it is effectively possible to build communication with him". Inna Krasnoshchekova, head of marketing of Vnukovo Outlet Village

As reported in Vnukovo Outlet Village company, results of the first month of cooperation confirmed efficiency of an advertizing campaign: demonstration of a roller with narrow targeting allowed to increase "dokhodimost" to the outlet center of target audience which saw the advertizing message, twice in comparison with target audience to which the roller was not shown.^[1]

2017: Implementation of the analytical Retail Instruments platform

On July 6, 2017 the NPO Analitika company announced an implementation project of the analytical Retail Instruments platform in Vnukovo Outlet Village.

Project Results

In the opportunities appearing with system implementation from NPO Analitika we see at the same time both obtaining competitive advantage, and access to the innovative technologies and mechanics of their application. Many aspects of analytics – from in what else shopping centers there are our visitors, and to synergy of our tenants are interesting to us. One of the major opportunities is also the answer to a question how often to us there come the same visitors and that changes in visitors' behavior at change of list of tenants. Inna Krasnoshchyokova, marketing director of Vnukovo Outlet Village

A system allows to analyze without implementation of plastic cards and mobile applications recoverability of visitors in shop, and on the basis of analytics to make management decisions.

The ability in time to understand trends of behavior of visitors of the outlet and is adequate to react to them – obviously, one of the biggest benefit which are received by the outlet. An opportunity real to measure efficiency of any marketing activities in the mode is the movement towards transparency and measurability which is so important for any trade real estate. Certainly, increase in overall effectiveness of work of the outlet and absolutely other level of understanding of visitors should be the end result. Mikhail Mogilevsky, CEO of NPO Analitika

The sheaf offline and online activities is also one of paramount priorities, and an opportunity using NPO Analitika to measure conversion from online in offline O2OC (Online to Offline Conversion) i.e. how many from seeing digital advertizing then physically arrived to the outlet, online of activities on involvement of visitors allows to apply earlier unavailable metrics of understanding. We also calculate that some of our tenants will also be able to seize the opportunities of targeting online on the audiences which are brought together offline. We consider the offered technology rather perspective, and intend to make marketing plans taking into account these opportunities. Inna Krasnoshchyokova

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