Database Reference
In-Depth Information
sprung to life. Throughout the rest of the event zone, there is also an abundance
of visitor flows. There is still a net inflow of visitors visible in the perifery.
Later in the morning (Figure 14.5 c), we see some important differences from
the previous view. First of all, most flows within the event zone seem to show a
net migration to the northeast, where there is a lot of activity. This is caused by
nighttime visitors walking to this area after all music performances have ceased
in the rest of the event zone. Additionally, flows surrounding the event zone now
show a net efflux (most apparent in the southeast). Visitors generally stay closer
to the center as well. Later, around dawn (Figure 14.5 d), the largest flows are
situated in the Northeast whereas the areas that attracted large crowds during
the day are rather desolate in comparison. More importantly, most flows now
point away from the northeast. This represents the ongoing egress of visitors
returning home.
14.3.2 Marketing Insights in Retail Environments
As discussed above, Bluetooth tracking can be considered a helpful tool in aiding
crowd management during mass events. However, the gathering of large crowds
does not only cause negative consequences such as higher risks of safety issues.
It also creates opportunities because large crowds represent large volumes of
potential consumers when these people walk around in a retail environment. As
such, marketing can be regarded as an application context for our methodology
that is just as relevant as crowd safety. This is not much of a surprise as the
place constitutes an essential component of the classic marketing mix, next to
price, product and promotion. Traditionally, place in a marketing context can be
interpreted in several ways ranging from the physical location where a product is
purchased to the distribution chain linked to a product. The (changing) location
of a client browsing or purchasing in a retail environment is equally relevant,
however. The opportunity to measure these movements in a (semi)automatic
way with modern tracking technologies has even been hailed as a “third wave
of marketing intelligence.”
Visitor Movements at a Professional Fair
Fairs might not represent a retail environment sensu strictu , as the major aim is
to showcase products or services instead of selling them, but visitor movements
in these contexts are highly valuable nonetheless. Organizers of fairs often need
to distribute a limited showcasing area to a large number of companies. These
individual companies want to maximize their exposure, while the fair organizers
want to optimize the general quality of both the visitors' experience in general
as well as the return on investment envisioned by the companies having booths
at these events. Additionally, rental prices of areas occupied by exhibition stands
Search WWH ::




Custom Search