ROI on mobile billboards: a case study

The marketing manager is in ultimate control.

Currently, Bluetooth marketing systems have been installed in over 50 malls countrywide, with over 100 000 downloads taking place every month.

Bluetooth analytics

Late last year saw the launch of Bluetooth analytics that enabled the mall owner to determine the following information:

• Mall foot count
  
• Duration of customer visit
  
• Frequency of customer visits
  
• Distribution of customers densities within the malls
  
• Tracking customer movements within malls

This data can be provided at a fraction of the cost of traditional foot-counting equipment and is rapidly gaining popularity as a cost-effective, cutting-edge alternative.

The latest development is to use the mall statistical data in conjunction with data obtained at locations away from the mall. Until recently, the mall owner had no definite way of measuring whether a billboard was attracting customers to the mall. This can now be quantified.

Blue-mobiles

The billboard has just gone "mobile". Our client iMedia was keen to integrate the data metrics between its mall (Bedford Centre) and its mobile billboards. We fitted two of their "Blue-mobile's" with state-of-the-art Bluetooth transceivers and our newly developed systems and software.

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The Blue-mobiles were then driven to a number of locations to perform their intended duty (as a billboard).

The primary function of the Bluetooth units was to record all passing Bluetooth enabled devices. This data was then cross-referenced with data recorded at the mall in the weeks following the deployment of the vehicles.

The results were quite astounding; our client iMedia could now determine which sites were most effective in attracting customers to the mall. The unique Bluetooth identifier of each Bluetooth device that passed the vehicle was noted (the Bluetooth identifier does not contain any personal information and cannot be used for any other purpose than Bluetooth communication on an opt-in basis).

Successful mall retail is built on high quality accurate data. Innovative use of existing technology has allowed this South African mall to improve its customer understanding.

This combination of indoor and outdoor Bluetooth system usage allows the mall managers to enhance their customer understanding in a cost-effective yet non-intrusive manner.

In these financially challenging times, relevant data can make a big difference to the bottom line.