From measuring visitors to understanding their behavior
In a large-scale shopping center, knowing only the number of visitors is not enough.
The real opportunity lies in understanding what happens during the visit: how customers move through the spaces, which areas attract the most attention and what factors influence the experience within the center.
Marineda City wanted to answer key questions:
- How are visitors distributed inside the shopping center?
- What routes do they take during their visit?
- Which areas have the most interaction?
- Which are the spaces with the least activity?
- How do changes in the space affect visitor behavior?
- How can we compare periods and detect trends?
- How can we use this data to improve the experience?
The goal was to have a data-driven view that would make it possible to manage the shopping center more intelligently and adapted to the real behavior of its visitors.
Advanced analytics to understand the visitor journey
Flame Analytics deployed a behavior analytics solution capable of measuring traffic, analyzing movements inside the center and understanding how visitors interact with the different areas.
The platform makes it possible to analyze:
- Overall footfall of the center.
- Visitor counting.
- Movement flows.
- Routes between areas.
- Areas of greater and lesser interaction.
- Evolution of behavior over time.
Through the Customer Journey module, Marineda City can visualize how visitors move through the commercial space and identify opportunities to optimize layout, experience and the center's actions.
From visitor data to a better experience
The information generated by Flame lets the management team make decisions with a more complete view of customer behavior.
This data helps assess changes in the space, analyze campaigns, detect commercial opportunities and improve the overall visit experience.
In addition, the platform makes it possible to complement this intelligence with capabilities for connecting and communicating with visitors through digital services such as segmented campaigns, strengthening the relationship between the center and its customers.
A more complete view of the visitor
With Flame Analytics, Marineda City has a new layer of knowledge about how its commercial space really works.
Teams can analyze how visits evolve, which areas concentrate the most activity and how visitors respond to different changes or initiatives.
This information supports decisions related to:
- Optimization of the visitor journey.
- Improvement of commercial areas.
- Evaluation of promotional actions.
- Operational management of the center.
- Design of new experiences.
From commercial traffic to space intelligence
The project marks a step forward in the digitalization of shopping-center management.
Marineda City turns the data generated by the center's daily activity into actionable knowledge, moving from a view based solely on footfall to a much deeper understanding of visitor behavior.
Thanks to Flame Analytics, the center can continuously evolve its experience, adapting its spaces and decisions to the real needs of its customers.