The competition from a booming e-commerce market and the waning effectiveness of traditional marketing channels present significant challenges for shopping malls. Another equally important obstacle keeping shopping malls from gaining competitive traction is a lack of customer insights. Online retailers have a decided advantage because they know when their customers visit and what they buy as well as how to attract various customer segments.
Shopping malls, however, have traditionally measured success by total revenue or category levels combined with a basic visit door counting system. These numbers offer a general representation of how well a shopping mall is doing but lack the fine points of customer behavior that could boost a mall’s sales per square foot/meter performance from good to great.
Using Technology to Look Beyond the “Theoretical Shopper”
What if your mall implemented a people counting system that gathered far more information than basic door counting hardware? This is a system that uses video analytics to provide accurate, actionable data about your customers’ movement and location in real-time. Does it also provide visitor analysis at POS locations as well as for mobile and PC applications in other locations?
Having this data at the ready helps you as the shopping mall owner make informed decisions about how to drive sales to your property and how to choose the right tenant mix.
The Ways People Counting Analytics Can Give Your Mall a Competitive Edge
Today’s leading shopping malls leverage key performance indicators (KPIs) of visitor analysis to enhance the customer experience in innovative ways. Through people counting analytics, you can use the same methods to take steps in attracting more visitors who become customers and in keeping those customers coming back.
Here are some important ways the data from a people counting system can work for your mall:
- Track accurate real-time data historically: Compare visitor data from yesterday, last week or last year.
- Perform bench-marking: Find out what’s working well in your best-performing mall in order to boost the performance of your other malls.
- Capitalize on your mall’s “power hours”: Focus your marketing campaigns and events on-peak hours.
- Discover the areas in your mall that are attractive to visitors: Compare foot traffic in interest areas such as food court, cinema, and game rooms/arcades.
- Gather data on specific floor entrances: Learn how many visitors enter at a given floor of your mall.
- Set realistic rents: Count the number of people within each store in the mall. Optimize the rent of key store tenants.
- Optimize staff requirements: Assigncleaning and security staff according to the number of visitors during peak hours for improved customer experience.