Clever Mall: Indoor Navigation & Marketing
Unlocking shopping mall potential through precise indoor pathfinding, SKU-level search, and behavior-driven marketing.
The Challenge
Shopping mall management and tenants faced a significant gap: visitors often struggled to find specific products (SKUs) across hundreds of stores, leading to "decision fatigue" and missed sales opportunities. Furthermore, mall operators had limited insight into visitor flow and spontaneous spending habits.
The Solution
We developed an end-to-end indoor geolocation ecosystem:
- Indoor Geolocation Engine: Utilized BLE iBeacons and multi-sensor fusion to provide sub-meter positioning accuracy within the mall.
- Smart Pathfinding: An intuitive mobile app that allows users to search for specific SKUs and builds an optimal path through the mall.
- Intent-Based Routing: Routes are dynamically adjusted to include recommended "break" points — specific cafes and restaurants with personalized promo codes generated in real-time.
- Behavioral Analytics: Built comprehensive heatmaps of visitor flows, automatically identifying different Socio-Demographic groups and Ideal Customer Profiles (ICPs).
- Conversion Optimization: Strategically routed paths through high-conversion "impulse zones" to increase the average bill per visitor.
Results & Impact
- Increased Engagement: Path-to-SKU functionality reduced time-to-purchase and increased tenant discovery.
- Bill Growth: Smart routing through high-chance spontaneous spending areas increased the average mall visitor bill.
- Marketing ROI: Personalized, location-triggered promo codes for F&B stops saw a 25% higher redemption rate than static coupons.
- Operational Insight: Real-time heatmaps allowed mall management to optimize rental rates and facility management based on actual traffic data.