No central customer engagement management system
Ineffective customer acquisition capabilities with no insights into visitor behavior
Limited ability to leverage wifi for monetization and drive footfall to retailers
Cisco Unified Wireless Network + July Systems Proximity MX (OEM’ed by Cisco as Cisco CMX Engage).
Consistent Brand Experience
Delivered a consistent brand experience across all locations, while also being locally relevant with dynamic content that adapted to events and campaigns at each mall
Unlocked actionable insights into visitor behavior such as frequency of visits, dwell time, how visitors spend their time, impact of campaigns, and variations in customer behavior across malls, etc.
Timely and contextually-relevant personalized engagement over SMS, Mobile app, Captive portal & Email
Promotions and engagements sent through Proximity MX to date and counting
Responses from NPS customer surveys showed a shortage of parking spaces at a mall. MAF then opened additional lots and promoted this on their smart captive portals.
more visitors acquired compared to new fan acquisition on Facebook at half the cost
Contextually Smart Insights and Engagements
MAF needed the flexibility to change the look and feel of customer experiences based on festivals, campaigns, and holidays. With Proximity MX’s anytime, anywhere system, visitors could receive personalized and contextual engagements depending on who and where they were.
Business Value AddedVisitor Insights and Engagement to drive dwell time and repeat visit Drive Organic Sales and increase revenue Scalability
A Central Mechanism for Consistent Branding and Services
To stay relevant and boost growth in a digital age, MAF created a free WiFi program called MallConnect to gain real-time double deterministic visitor behavior data – with verified identity and location. With consistent branding across 14 shopping centers, MAF gave customers easy access to information and social networking sites by automatically connecting shoppers at every visit.
Business Value AddedEnhanced Visitor Experience At-location Visitor Acquisition
Tracking Campaign Success for Predictive Analytics
Success rates for digital campaigns are easily defined. MAF was looking for a platform to measure the success of at-location campaigns. With Proximity MX, they were able to measure click through rates on SMS campaigns and saw there was a better performance than Facebook ads. Using the Proximity MX dashboard, MAF could easily access location reports and analytics for real time insight into all locations.
Business Value AddedAdvanced Reports and Campaign Management Data Insights and Analytics Sponsored campaigns with mall retailers
The Story So Far
- 83M Engagements
- 3.2M Unique users acquired
- 80% Engagement rate at-location with repeat shoppers
- 2,597 Access Points
Mall of Emirates, Mall of Egypt, City Center Malls
UAE, Bahrain, Egypt, Oman, Beirut
End-to-end deployment across all properties