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What is Mall Intelligence?

Mall Intelligence (MI) is a Wincor Nixdorf software solution designed
to give mall operators, shopping centers and landlords a big-picture
view of their entire operations and ensure they have the appropriate
retail mix. At its core, MI acts as a centralized depository of informa-
tion extracting data on tenants, customers and leasing agents. The
software solution is designed to track the performance of the entire
mall and provide insightful reports to assist the landlord to make in-
formed decisions.
For example, MI is able to perform analysis to compare tenants to
one another for established benchmarks. Rental can be divided into
both fixed and variable portions, with the variable rental linked to var-
ious business performances of the tenants. And this is proving to be a
popular option for landlords and tenants across Asia Pacific, as a
mechanism to make rentals more transparent and fair to both parties.
What is the business case for MI?
Ultimately its about responsiveness and agility. With MI, landlords can
link to their merchants POS systems to track daily collections. By do-
ing so, they can measure the performance of their entire mall, compare
stores against standard benchmarks and identify troubled tenants.
With special reports, landlords can also determine if the slowdown is
throughout the entire mall or specific to a particular merchant.
This allows for quick and specific action before too much damage
occurs to the retailer and possibly the mall. It also helps landlords build
the right brand, retail mix and determine if they are charging the ap-
propriate rental rates.
What makes MI relevant to Asia?
In Asia, customers want variation. With MI, landlords can help mer-
chants answer the question Am I running the right promotion?
In the past, merchants had to wait a year for sales audit reports to
get feedback on promotions. Consequently, shopping mall landlords
viewed fast-moving hypermarket/supermarket and department store
retailers with envy. They dreamt of having the same level of real-time
information that could be used almost immediately.
Now with MI, the playing field has been leveled. Landlords are now
stewards of their own information. One, two or three days after an ad-
vertisement has been placed in the newspaper, landlords can tell mer-
chants if their campaign worked, according to POS sales data. MI can
help landlords pinpoint a merchants bestsellers and worst sellers.
This ability to help merchants analyze, test and tailor promotions is
significant. Traditionally the relationship between the shopping mall
landlord and tenants has been adversarial. MI changes that, giving
both parties the means to turn single, isolated transactions into repeat
sales. We believe merchants would be willing to pay 15% more in
report | OCTOBER 2009
Charting the future of
retail malls in Asia Pacific
Terence Tay, Wincor Nixdorfs Director of Mall Intelligence
in Asia Pacific talks about the benefits of MI software and
how malls are using it to transform their business.
We believe merchants would be willing to pay 15 percent
more in rental fees for this type of information.
Terence Tay, Wincor Nixdorfs Director of Mall Intelligence in Asia Pacific.
Rep_2_09_ASP_250909.qxd 25.09.2009 11:44 Uhr Seite 10
11 RETAIL | report
What are the key components of MI?
C There are 7 modules to MI. Theses include: Intelligent
Property (IP), Intelligent Lease (IL), Intelligent Informa-
tion (II), Intelligent Customer Loyalty (ICL), Intelligent
Advertising & Promotion (IAP), Intelligent Accounting
Interface (IAI) and Intelligent Audit (IA).
C Starting with IP, this is component that tracks unit sta-
tus such as vacant units availability schedule, histori-
cal tenancy and rental rates to enable the landlord to
make informed offers to new tenants at the appropri-
ate time and at the appropriate price. IL maintains ten-
ant information, records lease details and defines the
rental formulae for subsequent use of rental computa-
tion. Meanwhile, II automatically collates sales trans-
action data generated by tenants POS systems, which
is also used for rental computation as well as for per-
formance analysis.
C Turning to ICL, this is where customer shopping habits
can be profiled for the marketing departments usage,
while IAP records sales forecasts from shops specific
advertising and promotion, and can evaluate its effec-
tiveness.
C The final two components are IAI, which computes
monthly fixed and variable rentals based on sales da-
ta, while IA provides online retrieval and printing of
any receipt details that can be used for various audit
purposes.
Acquisition of Siemens subsidiary
in the Philippines
Wincor Nixdorf has set up a new legal entity in the Philippines
following the acquisition of a Siemens subsidiary in the country.
Siemens Information Technology Products & Services (ITPS)
Division was acquired in June and has since been renamed
Wincor Nixdorf Philippines Inc. and will operate as a full-fledged
legal entity.
The Manila-based operation and its 30 strong-team will focus
on offering the complete portfolio of Wincor Nixdorfs banking
and retail hardware, soft-
ware and services to cus-
tomers.
Wincor Nixdorf is
pleased to become the
owner of this business after
many years of cooperation
with Siemens Inc.s ITPS
Division and is excited
about expanding our busi-
ness and solutions offerings
to such a strategically
important market, Lim
Khoon Hong, Wincor Nixdorfs Asia Pacific President, told an
audience of customers, partners and reporters at a launch event
in August.
It is our goal to grow our Philippine business by investing in
our new subsidiary to ensure customers have direct access to
Wincor Nixdorfs complete portfolio of integrated hardware, soft-
ware and services technology, Ariel Gumabao, Wincor Nixdorfs
Philippines Country Manager told the audience. I am truly hon-
ored to lead the same team of dedicated personnel from ITPS
who are now the back bone of Wincor Nixdorf Philippines.
Almost 100 senior executives from retailers and banks in
the Philippines attended the launch event in Manila, as well as
Adrian Wood, President and CEO of Siemens Inc. Philippines.
Wincor Nixdorf was also represented by Asia Pacifics regional
vice presidents and heads of divisions from RHQ in Singapore:
Ricardos Khoury, Head of Banking; Andrew Phay, Head of Retail;
and Liow Meow Kee, Head of Services.
In past years, Siemens Inc.s ITPS Division has been the pre-
ferred partner and distributor for Wincor Nixdorfs products and
services in the Philippines.
rental fees for this type of information. In the future, MI will move
from the IT infrastructure of the mall onto mobile devices.
What is the differentiating factor/s about MI?
The latest version of Wincor Nixdorfs MI product is based on a .net
platform a first for MI in Asia. It is also the only solution on the mar-
ket with a customizable user interface.
Over many years of refining MI, we are at a point where we under-
stand the value of the technology and how it can help landlords, their
tenants and the end-consumer. Typically landlords do not understand
this full chain. They are property owners more familiar with the inner
workings of variable rental rates than customer-facing scenarios.
Wincor Nixdorf can help landlords with different What should I do
next opportunities. And since we have a great deal of experience
across retail segments, we can leverage this expertise for mall opera-
tors. For example, a clothing retailer in a mall may benefit from strate-
gies used at a convenience store.
What customers are using MI in Asia Pacific?
We cant name them publicly but what I can say is we have very big
and high profile mall operators in Singapore, major cities in China and
India. This is a software solution that is creating positive change as to
how malls operate across Asia Pacific. C
Lim Khoon Hong, Wincor Nixdorf Asia
Pacific President with Ariel Gumabao,
Wincor Nixdorf Philippines Country
Manager, and Adrian Wood, Siemens
Inc. Philippines President and CEO.
The Wincor Nixdorf Philippines team.
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