Mall Of America Enhances Foot Traffic Analysis
The Mall of America will get a clearer picture of visitor analytics and shopper insights with the help of the ShopperTrak solution. When the giant shopping complex in Bloomington, Minn. piloted the solution to help improve traffic estimates, Mall of America was seeking a 98% accuracy level, but the test produced results with 99.8% accuracy.
“As a destination that attracts millions of visitors every year, we need to have a precise way to measure traffic to continue delivering a seamless experience to our guests,” said Patrick Wand, IT Project Senior Manager for Mall of America in a statement. “The ShopperTrak solution will help empower us with critical data allowing us to make better informed marketing and operational business decisions.”
“The most popular and profitable shopping centers are those with mixed-use elements and unique offerings beyond traditional shopping,” said Nick Pompa, General Manager of ShopperTrak in a statement. “As malls are adapting their spaces to this newer vision of success, their ‘destination center’ strategy can be amplified by leveraging traffic data.”
The Mall of America has long been friendly to technology innovations:
• McKinsey & Co. recently debuted a combination store-learning lab in the mall;
• For the 2018 holiday season, the mall introduced Ellie, a Shopping Holiday Concierge in the form of a holographic elf, designed to help consumers find the ideal gift; and
• An AI-powered chatbot helped shoppers navigate the mall, answer customer queries, recommend top gift items and brands and connect them with a human concierge during the 2017 holiday season.