Letňany Shopping Centre

Letňany Shopping Centre

Number of people in the shopping centre? The route that customers most often walk in a shop? Or finding out which advertising space they look at the longest. All of this information can be retrieved from CCTV footage. As one of its functions, CertiConVis is able to define a multitude of situations from which very valuable data can be taken for marketing purposes and statistics. So, how do they use our system at Letňany Shopping Centre?

Applied functions of the system

The client’s requirements

The study describes the deployment of CertiConVis analytical software for the online monitoring of customer movement around the premises of Letňany shopping centre. The primary goal was to count each individual customer entering the premises and to translate the results into comprehensive reports for the owners of the shopping centre. The initial idea for our cooperation stemmed from the need to replace the existing system, which clearly did not provide qualified and relevant results. The long-term goal is now to create a modern and technologically advanced CCTV and surveillance system at the shopping centre that will help ensure security at the centre and at the same time provide important data on the purchasing behaviour of its customers.

Our solution

We first needed to find suitable locations for the cameras. Their correct positioning is entirely fundamental in many ways and our experts are able to pinpoint the location and the viewing angle. This was followed by the actual installation of the CertiConVis system. An equally important part of the contract was modification of the computational algorithms themselves, so that they were able to eliminate surrounding influences such as human reflections in glass doors, the duplicate detection and counting of people in the case that people overlap, etc. Ultimately, the very element which ensures the correct counting of all detected objects required modification.

The result of implementation

Our work has resulted in what is currently a success rate of 95% for CertiConVis software in terms of counted objects compared to manual counting by shopping centre operators. In the light of a comparison with the original system or other common solutions, such as sensors, the result measured is considered to be excellent.

CertiConVis helps the owners of the shopping centre find out

• the exact number of visitors to the centre and their movements,
• a comparison of visitors figures to individual stores,
• data to determine the level of rent according to accurate visitor statistics and statistics regarding customer movement,
• data on the places where customers appear most frequently,
• accurate data for offering advertising space to advertisers.