In Aalborg, Denmark, the Aalborg City Business Association use BlipTrack technology to measure shoppers flow and movement patterns at events like the annual Christmas market. It provides the association with valuable metrics, such as the number of visitors, where they shop, and whether the events are increasing revenues for merchants.
How do you measure the success of a significant event in a city? Do events increase revenue? How many are in the town during a large-scale event? Where do they park? These are some of the questions that Aalborg City Business Association gets answered using mobile device-detecting sensors.
In Aalborg, recently voted the happiest city in Europe, the City Business Association use sensors to measure real-time pedestrian flow, dwell time and movement patterns. The solution provides a cohesive picture of visitor experiences and an in-depth understanding of the impact of large-scale events, such as the annual Christmas market. It enables the association to review how long visitors take to move from one area to another, how long they linger, and which shops they visit.
“If we are not able to measure the impact of events, such as the Christmas market, which costs over 1 million DKK ($160,000 US) to arrange, then the event is not justifiable, and perhaps money could be better utilized elsewhere,” Flemming Tingbak, director of Aalborg City Business Association, said in a statement. The data show that even when the municipality and sponsors spend a lot of money on these kind of events, the money comes back one way or another. It contributes to underpin retail, cafes and restaurants in the city, that needs to hire people.”
“The solution works by placing sensors at strategic points in a specified area. The sensors detect Wi-Fi or Bluetooth devices, such as smartphones. By re-identifying devices from multiple sensors, the travel times, dwell times and movement patterns become available. The solution is non-intrusive and do not require any interaction from pedestrians", explains Veovo´s Marketing Manager for BlipTrack Christian Bugislaus Carstens. Considering that the smartphone penetration nears 80% of the mobile market, data collection from mobile devices provides hard numbers of a significant percentage of pedestrians.”
Aalborg City Business Association have also used the solution to gain useful information during other events, such as Black Friday and at The Tall Ships Races. With visitors totalling 2.4 million, The Tall Ships Races constitute the biggest events in the history of Aalborg. Here the collected data showed that during the event, there were twice as many people in the city's shopping areas, which represents an increase that exceeds the Christmas shopping season. The data unfortunately also showed that there were many people present at times when the stores had closed. This information enables the Business Association to adjust opening hours when similar events are arranged.
Besides providing Aalborg City with pedestrian data, the BlipTrack solution also measures passenger queue and flow in over 30 international airports, including JFK in New York, Amsterdam Schiphol, Auckland, Copenhagen, Dublin, Oslo, Manchester and Brussels. In recent years, the technology has been rolled out in train stations in the Netherlands and UK, ski resorts in the US, amusement parks in Denmark and UK, and in road traffic all over the world.
“With BlipTrack we are able to measure the capacity and traffic flow in real-time in and around the area. This allows us to take proactive steps to initiate countermeasures if traffic build-up should occur. It also helps us to understand various traffic-related matters, enabling us to evaluate and validate existing traffic models and make informed decisions about where to prioritise expansions and optimisations to help the daily commute.”
Traffic Analyst at Trafik Stockholm
“It gives us insights on how individual journeys can differ from each other, especially when traffic lights are involved. The ability to measure travel times over long stretches of road, with various queue lengths, and only looking at specific route choices, is another strength of the BlipTrack solution.”
CEO of Trafik Stockholm
“BlipTrack helps Thai citizens to travel home faster during two major traffic events: Songkran and New Year holidays. The system allowed not only road users to decide route choices via travel time info online but also the Thai Highway Police to manage traffic in real-time.”
Dr. Songrit Chayanan
Director of Samut Sakhon Highway District.
“With BlipTrack, we can see where the flow of visitors enter and leave the station, and measure their numbers, walking routes, length of stay, times of day, and how busy the different locations are,” says Eelco Thiellier, SMART Station program manager at Royal HaskoningDHV.
Strategic Advisor & Innovator at Royal HaskoningDHV
“With BlipTrack, we can discover errors and irregularities that we would not have a chance to see otherwise. In addition, it is extremely educational and easily accessible to study how the incidents of various kinds influence the road network.”
Project Manager at Aarhus Municipality
“The solution helps improve service levels for the municipality commuters. The real-time information allows drivers to make informed route choices that ultimately distribute traffic and increases the operational performance of the road network.”
Anders Kruse Christiansen
Project Manager at Aarhus Municipality
“Portsmouth has benefited from the accurate data from the BlipTrack installations with a much-improved understanding of journey times within the city of Portsmouth. We consider that the ease of extracting traffic data from BlipTrack is significant to see how time savings are achieved. Selecting the required route, date, time, etc. is very straightforward and simple to understand.”
Traffic Engineer at Portsmouth City Council
“The solution has helped us get a better understanding of the dynamic traffic system and provides quantifiable data to support the improvement measures to traffic flows. It allows us to provide a world-class service to our customers and community by efficiently managing traffic flows in and out of the port.” Read more.
General Manager of Strategy and Risk Management at Port of Dover
“BlipTrack provides the Aalborg City Business Association with an in-depth understanding on how people move within the city and measures the economic impact of events. The data allow us to analyze, optimize and improve large-scale events”. Read more
Director of Aalborg City Business Association
BlipTrack provides our clients with an unparalleled range of traffic information. Using the same data, we can provide live travel times direct to signs and phones, identify incidents and delays through to understanding the strategic route choices, origin/destination and changing travel patterns. Read more
Associate at BECA
“BlipTrack give us a unique opportunity to deliver new logistics solutions for the benefit of our customers”. Read more
Chief Technical Officer for the Port of Aalborg