Hyper-local, Data-Driven Footfall Growth
Client Overview
Client: Phoenix Marketcity, Chennai
Industry: shopping mall
About: One of India’s largest malls with 600+ outlets, F&B, multiplex, and events.
The Challenge
Campaigns were broad and reactive. We needed to:
- Identify which catchments (Velachery, OMR, Anna Nagar, etc.) respond best.
- Clarify channel roles (Social for awareness, PPC for event sales, Email for retention).
- Tie loyalty/previous visits to offers and remarketing.
- Move from “campaign-by-campaign” to predictive planning.
Our Approach
1) Data Collection
Unified online (Meta/Google ads, website, email/SMS) + offline (loyalty CRM, Wi-Fi logins, ticketing/POS) into BigQuery/GA4 for data collection and analysis.
2) Analytics & Dashboards
Power BI/Tableau marketing dashboard services to monitor:
- Locality ROI (CPL, conversions by area)
- Channel performance (CTR, CPL, objective)
- Loyalty impact (previous visits, points → conversion propensity)
- Seasonality (Diwali, Christmas, Pongal spikes)
3) Digital Campaign Optimization
- Hyper-local ads: OMR/Velachery when those catchments outperformed
- Channel mix: PPC to push movie/event sales; Social for launches; Email for retention
Automations: budget shifts via Ads API + CRM workflows
4) Business Decisions
- Budget reallocation toward winning catchments
- Partner promotions for fashion/entertainment based on segment lift
- Footfall forecasting for peak weekends and staffing
Results
- +28% footfall uplift during campaign months
- +20% higher event ticket sales from PPC
- 22% less budget wasted on weak segments
- Actionable dashboards that link media to real-world visits
Why This Matters
Retail is fiercely competitive, and mall campaigns often waste spend on audiences that don’t convert to visits. By applying catchment-level analytics, loyalty segmentation, and forecasting in digital marketing, Phoenix Marketcity, Chennai turned broad advertising into measurable footfall and ticket sales. This case proves how an analytics-first performance marketing approach can transform retail promotions into sustainable, ROI-driven growth.