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of consumers think its important for retailers to make cross-channel shopping easy.
Mobile applications are getting in on the entertainment and shopping act. Amazons Flow app lets shoppers point a smartphone camera at a product to see Amazons price and customer reviews. With newer technologies, such as Google Glass, consumers access a mixture of ofine and online information to purchase products from either traditional or online channels. And, of course, there is social media. Shoppers use applications like Pinterest to nd the products just right for their individual needs and interests. Pinterest now generates more dollars per user than Facebook, and some retailers use Pinterest to display products as a way to attract shoppers with a showroom experience.8
Shift #3: Retailers strategy morphed with their customers Clearly, the physical space of a shopping center will play a different (yet critical) role in distribution of goods than it has in the past. Retail tenants are deploying their omni-channel strategy across ecommerce, mobile and physical sites. To prevent people from shopping around from their stores, they are unifying inventory across all their sites, shipping same day delivery from local sites, and sending discounts to customers smartphones as they step on property.9 REITs and ownership groups responsibility is to make sure tenants are extremely productive in order to maximize revenue. To aid tenants in competing with pure online retailers, several REITs seek to make the Bagless Mall a reality. Shoppers can have their purchases shipped same day or people can pick up their purchases on the way out of the mall at a main distribution hub.10 Data extracted from the Wi-Fi network is a tremendous aid that they can provide to tenants. Retailers can now see what their customers do at the mall. Which of their customers have been to the mall but havent visited their store in a month? Which of their customers are price shopping from inside the store? Can we use Wi-Fi signals to determine a pattern to in-store customer behavior? Smart retailers are already using predictive analytics to make location- and time-specic offers to their customers and prospects. For REITs, there are two ways to look at this: 1) Stay on the defensive; wait and see what the retailers do. 2) Partner with innovative retailers and shape the future. Boundary pushing REITs want to drive the next generation of retail strategies to maximize revenues. They want to know how far they can push it. Five Problems with the Defensive Approach However, not all REITs and ownership groups want to shape the future. In many shopping centers, the tenants simply get their data and telecom services through major carriers. This is tried and true, a safe play. But from an ownership perspective, there are ve key problems with this approach: 1. The tenants monthly telecom spend goes right out the door and straight to the carriers. 2. Tenants receive a low quality of service from the carriers. 3. The ownership group owns neither the network, nor the data. Tenants are unable to learn what their customers are doing in the mall, and their ability to make smarter decisions is compromised. 4. Existing (often copper) networks cannot support the high-speed bandwidth needed to execute an omnichannel strategy based on data analytics, logistics, and customer engagement. 5. As a result high quality tenants look for centers with better bandwidth and service. None of these problems are acceptable. Forward-thinking REITs and ownership groups are already signing on to a new solution.
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What Makes A Building Smart? Would you buy a smartphone that just allowed you to make phone calls and surf the web? No, of course not. We buy smartphones for the access they provide to a wide array of applications. Similarly, the networks in Smart Malls provide access to many value-added applications beyond just voice and data. Through their private, dedicated circuit to Single Digits data centers (their SmartCircuit), the mall and tenants connect to private cloud services. As the operator of the network, Single Digits connect the mall and tenants to many third parties carriers, social media applications, advertisers which improve shoppers experience and mall revenue. Why Invest in a Smart Mall? In short, REITs invest in Smart Malls for return on their investment and to maximize the asset they own. In SmartMalls property owners own their network. This opens up new streams of revenue. Single Digits builds and manages ultra-fast, secure, and highly reliable ber optic networks across the property. This network provides high speed, scalable internet bandwidth and voice in the cloud to tenants, and the REIT or ownership group now collects all of the money tenants previously paid to AT&T or Comcast. (And tenants will appreciate the signicantly higher quality experience theyll receive than with major carriers.) In addition to recurring voice & data sales, of smartphone owners want more they open up a whole range of possibile revenue streams (e.g. Wi-Fi mobile-optimized product information while theyre monetization, 3G/4G ofoad from carriers, and advertising). The SmartCircuit shopping in stores. provides more choices to tenants in terms of carriers and provides the data retailers need to deliver advertising messages to customers with pinpoint accuracy. Their network becomes a differentiator and a source of competitive advantage to secure the highest quality tenants.
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In the case of REITs, you may wonder how you could sell the voice and data services to your tenants, given the strict laws against this activity. As the preferred provider, Single Digits handles everything from selling your voice and data services to your tenants, to installation, billing, and support. We simply lease the network from you and sell it to your tenants. The REIT is now able to: Deliver all stores via single network connection
Routes trafc over high-speed, low latency and metro-Ethernet connection Eases turn-up of service by using cross-connects in the cloud
Provide access to state of the art ber backbone, engineered for 1 gbps and capable of expanding to 10 gbps Have dedicated support team monitor customer service metrics, outages, and installations Provide access to venue-wide data for analytics Provide Wi-Fi for stores and integrate with mall data
High Speed Internet & Voice in the Cloud Capture your tenants' telecom spend - an new revenue channel
24/7 Monitoring
Wi-Fi
Sources
1. SNL Financial, analysis by EY 2. Retail Outlook. United States Q2 2013. A tale of two centers: the yawning chasm between competitive and non-competitive retail. Jones Lang LaSalle 3. http://nielsen.com/us/en/reports/2013/brick-by-brick--the-state-of-the-shopping-center.html 4. Retail Outlook. United States Q2 2013. A tale of two centers: the yawning chasm between competitive and non-competitive retail. Jones Lang LaSalle 5. comScore, comScore Reports February 2013 U.S. Smartphone Subscriber Market Share, April 4, 2013, www.comscore.com/Insights/Press_Releases/2013/4/comScore_Reports _February_2013_U.S._ Smartphone_Subscriber_Market_Share; and Nielsen, For U.S.Consumers, Different Stores Mean Different Smartphone Shopping Behavior, May 4, 2012, www.nielsen.com/us/en/newswire/2012/for-u-sconsumers-different-storesmean-different-smartphone-shopping-behavior.html. 6. Digital Metamorphasis: 10 trends that are transforming the retail landscape. Jones Lang LaSalle, May 2013 7. Competing in the Age of Omnichannel Retailing. Brynjolfsson, E., Hu, Y.J., & Rahman, M.S. MIT Sloan Management Review, Summer 2013, 54 (4). 8. Digital Metamorphasis: 10 trends that are transforming the retail landscape. Jones Lang LaSalle, May 2013. 10. http://www.ggp.com/about-ggp/press-releases/deliv-partners -with-ggp-to-bring-same-day-delivery- to-mallshoppers
Single Digits is the white label network operator for property owners. We help our clients connect consumer devices to their private networks and position them to take advantage of emerging revenue opportunities. Based on our partnerships with clients and innovative solutions, Single Digits was honored to receive Gaming and Leisures 2013 Platinum Award in Gaming & Hospitality.