The Diplomat Center in Borujerd, Lorestan Province, is one of the most important malls in Western Iran. It was intended to move beyond the city of Borujerd. It is visited by people from the neighboring provinces and cities, such as Arak, Khorramabad, Hamedan, Malayer, and Nahavand. The Diplomat Center was launched in the summer of 2019, with famous companies such as Jeanswest, Mashhad Leather, and Kia Gallery opening their stores in the center. The Diplomat Center has launched an amusement park, a food court, a multi-theater cinema, and a hypermarket.

About Client

WaveCount revealed that traditional people counting techniques were ineffective. Today, the Diplomat Center effectively identifies its capacity using accurate hourly, daily, weekly, monthly, and yearly inbound traffic data. This made it possible to take measurable and controllable steps to increase the number of visitors to the center. The Diplomat Center also obtained a reasonable criterion to monitor its advertising activities. The results can be summarized as:
  • Accurate effectiveness evaluation of advertising activities
  • Realizing the drawbacks of traditional people counting techniques
  • Obtaining accurate hourly, daily, weekly, monthly, and yearly inbound traffic data
  • Reducing the operational cost (by identifying the times of the most and fewest visits and optimizing the number of employees, air conditioning system, and heating system)

Challenges

A lack of accurate data on the number of visitors is a large challenge when making strategic decisions. Traditional techniques were used to estimate the visitors. The Diplomat Center also needed to define quantitative indicators to monitor advertising activities. This was impossible without an accurate people counting system. In sum, the challenges included:

Solution

Results

Deploying WaveCount at all the gates of the shopping center to accurately count visitors

  • A lack of accurate visitor data,
  • The use of traditional techniques to estimate visitors, and
  • A lack of a reasonable criterion to monitor advertising activities.