Unleashing the Power of Footfall Data: How Train Stations Boost Sales and Customer Experience
Bane NOR Eiendom, a Norwegian property owner, is making use of footfall traffic and sales data to track the number of visitors and customers. IMAS Group provides footfall data to five of their major stations. Torstein Heldal, center manager at Oslo Central Station, and Anna Bang, center manager at Bane NOR Eiendom, use this data to analyze weekly traffic and sales figures.
By making use of visitor and sales data, Bane NOR Eiendom is able to get a much more accurate picture of how many people are visiting their properties and how much they are spending. They are also able to use this data to measure the effectiveness of advertising campaigns and to identify areas where they can improve the customer experience.
Center manager Torstein Heldal sends a weekly letter to tenants with the latest news on what is happening inside the shopping center, including a top 5 list of stores and restaurants that have seen an increase in sales compared to the previous period.
- I can distinguish between kiosks, restaurants, and other types of services and therefore provide a more detailed analysis of the data to the store owners.
Uses Xperio dashboard for a smooth overview
Heldal performs weekly and annual marketing analyses, checking the turnover figures and conversion rates of stores every Monday. He also checks the number of customers in stores and the average purchases made in each store. This data is checked using IMAS's own analytics platform Xperio and dashboard, which allows him to see last week's turnover and other key figures.
- I am very pleased with the Xperio portal. Its dashboard provides a comprehensive view of my stores' performance, enabling me to quickly identify the top-performing ones. Moreover, I can easily compare and analyze the data on a daily, weekly, monthly, or yearly basis.
Taking advantage of footfall traffic data to measure the exposure
The footfall traffic data is also used to measure how many people are exposed to the advertising signs at Oslo-S and the Nationaltheatret station.
- With visitor and sales data, we don't just think it looks a certain way, but we know thanks to statistics collected information. It is a very useful tool to see how many people are exposed to billboards analog or digital, we get a lot of use out of this information.
The train station also acts as the gateway into the city, making this data particularly interesting.
Heldal also shares the data in percentage figures with colleagues in the center of Oslo, to get an overall picture. He describes it as a give-and-take collaboration.
People counting solution at Stavanger and Bergen station
Property manager Anna Bang is responsible for Bergen and Stavanger Station, where the last mentioned just got equipped with people counting sensors.
Bang uses footfall data to bring in new concepts and customers.
- It’s great having exact details about the footfall traffic because it is easier to sell new ideas. The data provides valuable insights into the needs and preferences of customers, which can be used to tailor products and services to their requirements.
Similarly, the train station manager in Bergen uses visitor data to understand how capacity, traffic, and turnover are linked.
- Having access to footfall and sales figures is worth its weight in gold. The data helps me to make informed decisions and measure the impact of ongoing activities.
The fifth train station that uses IMAS people-counting solution is Lillestrom Station.
About Bane NOR Eiendom
Bane NOR Eiendom owns, develops and manages all railway property in Norway. They manage and operate 335 operational train stations and stops, 13 train workshops and several terminals, operational buildings and infrastructure properties.