Unibail-Rodamco-Westfield (URW) and Digeiz announce the deployment of the French start-up’s traffic counting and qualification solution in 24 of the Group’s European shopping centres*. URW will now have an innovative tool for analysing its visitors’ journeys, enabling it to better understand its customers’ expectations and improve their experience.
Digeiz’s technology is based on an artificial intelligence (AI) developed by a team mathematicians. Specialised in the analysis of video streams, the AI can segment and analyse visitor routes in shopping malls with more than a 95% reliability. The AI is able to analyse correlations between visits, the amount of times different visitor segments pass by specific store windows and the time they spend there, enabling the development of an attractive commercial offer that meets customer expectations.
Giancarlo Miluccio, data director at URW, said: “Analysing and understanding the behaviour of customers and visitors to our shopping centres is at the heart of our strategy. Our partner Digeiz provides us with a solution that enables us to clearly observe how our customers behave in our shopping centres and benefit from our services. This understanding of customer needs, which underpins our strategy of leveraging the data we directly own, enables us to produce high value-added analyses for Westfield Rise, our in-house retail media agency. Digeiz is a partner that has been able to adapt to our needs and co-create a solution that also helps us optimise the performance of our retailers and strengthen their relationship with their customers.”
Nicolas Bouvattier, CEO of Digeiz, commented: “Digeiz considers the shopping centre as a medium in which brands interact with visitors. To analyse these interactions, Digeiz provides commercial real estate players with a decision-making suite that enables them to respond to the challenges they face and to create value. The customer journey is now integrating omnichannel and we help retail players to adapt. More than ever, they need to measure and capture the value of the footfall at their points of sale. The interests of real estate companies and retailers converge to build their relationships on the basis of reliable, auditable footfall data. This is Digeiz’s goal: becoming a trusted facilitator between the two parties.”
*List of Unibail-Rodamco-Westfield shopping centres concerned:
France: Westfield Vélizy 2 – Westfield Forum des Halles – Westfield Parly 2 – Westfield La Part-Dieu – Westfield Carré Sénart – Westfield Les 4 Temps – Westfield Rosny 2 – Westfield Euralille
Spain: Westfield La Maquinista – Westfield Glòries – Westfield Parquesur
United Kingdom: Westfield London – Westfield Stratford City
Sweden: Mall of Scandinavia – Tãby Centrum
Germany: Westfield Centro – Westfield Hamburg-Überseequartier (opening in 2024)
Poland: Galeria Mokotów – Westfield Arkadia – Westfield Wroclavia
Austria: Westfield Donauzentrum – Westfield Shopping City Süd
Czech Republic: Westfield Černy Most – Westfield Chodov
