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INCREASING MALL VISITS BY 23%

We utilized a Smart GEO approach, which helped us develop a model that draws residents from different Moscow districts to Aviapark Mall.

  • Digital
  • Media
  • Strategy
  • Technology
Customer AVIAPARK SHOPPING MALL

CHALLENGE

Increase foot traffic to the shopping mall by 14% within a year. Since travel time directly influences mall visits, people living just 10 minutes away are far more likely to visit than those for whom it takes 30 minutes to get to the mall.

ABOUT

Aviapark is one of the biggest shopping malls in Russia with a total area of about 400,000 square meters. It hosts over 350 stores, 50 restaurants and 20 entertainment spots.

SOLUTION

SOLUTION

To drive a significant increase in visitors, we implemented a Smart GEO strategy, leveraging cutting-edge geographic data and consumer behavior insights. Using Reilly’s law of retail gravitation, we analyzed how people from different Moscow districts are attracted to Aviapark:

1. We calculated the potential traffic each district could generate, factoring in distance, population, and travel time to the mall.

2. We mapped transport accessibility zones with pinpoint accuracy, down to individual buildings, factoring in metro proximity and road traffic patterns.

DISTRICT SEGMENTATION

DISTRICT SEGMENTATION

We segmented Moscow into strategic zones based on potential traffic generation. Our analysis focused on:

Distance to Aviapark in kilometers.

Transport accessibility—how easy it is for residents to reach the mall.

Population—number of residents living in the area, including children, working professionals, and seniors.

Acquisition coefficient—probability of a person from each district visiting the mall.

District potential—probability coefficient multiplied by the area’s population.

Using this data, we segmented the districts into three distinct clusters, allowing us to tailor our efforts where they would be most effective.

CAMPAIGN STRATEGY

Our strategy was to diversify the messaging and intensity of our advertising efforts in each district.
OOH
In high-priority zones, we optimized ad placements with varying frequencies to match district potential. During winter months, we used large, eye-catching formats (BB, DSS, CB) to engage with drivers. In summer, we introduced additional formats (CF) to appeal to pedestrians, ensuring maximum exposure in key districts.
DIGITAL
Our digital strategy focused on high-impact OLV ads, ensuring a frequency of 6+ for new audiences and 3+ for retargeting of returning visitors.
We strategically deployed a mix of OOH, DOOH, and digital formats, all seamlessly optimized with Super GEO targeting. We increased ad volumes in districts with high acquisition coefficients, ensuring maximum reach and relevance. Our OOH and Digital placements were in line with the zoning of districts.
RESULTS

We tested and refined various formats with positive ROI in terms of customer acquisition and came up with targets for optimization.

+23%

Foot traffic grew by 23%, surpassing our target by nearly 10%.

-49%

Cost-per-visit was reduced by 49%, driving better resource allocation and increasing profit.

+56%

Sessions soared by 56%, indicating a significant rise in user engagement and interest.

TAKEAWAYS:

Thanks to a well-developed advertising campaign strategy based on smart geo-targeting data, we achieved outstanding results.

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CONTACT

Address:
115035, Kosmodamianskaya Nab., 52 block 1, Moscow, Russia
Phone:
+7 495 669 23 42

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