Case Study

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richard rawlingsKnowing when your customers are coming in helps you to schedule staff at the right time
Richard Rawlings

Measuring shoppers in listed buildings

Gloucester Quays is a stylish shopping centre with high-street and designer brands offered at discounted prices. The centre sees between 15,000 and 20,000 visitors per day, with outlet shops including Calvin Klein, GAP and M&S, as well as restaurants such as Zizzi, TGI Friday’s and Nando’s. Gloucester Quays is also home to a Cineworld 10 screen cinema, a gym and the Gloucester Quays Antique Centre.

The requirements

The whole centre covers a large area with several entrance and exit points. Despite this challenge, the management had to find a way of measuring the number of people coming and going. In order to get the most accurate traffic management solution on the market, they approached CountWise.

“Measuring the footfall is always a key performance indicator for us,” said Richard Rawlings, Centre Manager. “Gloucester Quays require accurate data in the analysis of the shopping centre’s performance. The footfall numbers are used in various ways for the centre’s development and are a requirement for our tenants.”

A particular challenge was the fact that all the buildings in Gloucester Quays are listed, so any modifications had to be unobtrusive in order to meet the council’s requirements.

The solution

The discreet cameras used in the CountWise system took care of both requirements in one go. Subtle and precise, the system meets the council requirements for listed buildings, while providing the centre management with the most accurate traffic management data in the world.

Using a unique video imaging shape-recognition technology in the I-Count system, the management now have a true view of the shopping centre’s footfall. The cameras can identify and separate human shapes and motions from the environment, and accurately identify when they are entering and exiting.

Thanks to their wide angle and innovative counting algorithm, only 11 cameras are required to cover every part of the shopping centre, and to give the centre management up-to-the-minute data.

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The cameras, linked to sophisticated traffic management software, are placed at the car park entrances, the pedestrian entry, the food piazza and the pedestrian walkway into the antique building.

The benefits

“We use the data to collate daily, weekly, monthly, quarterly and annual figures,” said Richard Rawlings. “It is also used to measure footfall during specific events, in order gauge the effectiveness of certain marketing initiatives.”

The future

“As the centre develops we will ask CountWise to develop the system to incorporate the changes,” Richard Rawlings concluded.

Gloucester Quays is just one example of how CountWise is assisting many shopping centres in the UK and around the world to monitor traffic in a consistent and accurate manner.