PlusCity plots visitor behaviour data to inform a dynamic retail experience

30年前建造PlusCity时，其野心是成为奥地利城市林兹的最好的购物中心。它需要比当地比赛更好。

从那以后，零售业发生了许多变化。我们有互联网，我们有亚马逊，我们对包裹交付有信心。但是，有些事情保持不变。PlusCity仍然是Linz最好的购物中心。

“今天的区别在于，我们正在吸引来自巴伐利亚和捷克共和国的客户，” PlusCity首席执行官兼创始人Markus Aumair说。“我们的集水区位于一个小时的车程内，尽管我们知道许多人旅行200公里到这里购物。这还不足以成为林茨最好的，我们正在更广泛的范围内竞争。”

Creating a destination beyond shopping

加上成功的关键是，它不再将自己视为购物目的地。这是一个娱乐场所，体验。它希望给客户一个继续访问的理由。这意味着它需要动态，不断重新考虑其产品并添加新服务。

“Coming to PlusCity is like taking a day’s holiday. Shopping is only part of the experience. It is a place to eat, play and be entertained,” says Aumair. “And for that reason we cannot stay the same. Visitors would find that predictable.”

添加了一个多重电影院，有新的餐厅，一家Creche，一个健身房和奥地利最大的家庭娱乐中心。还有一个定期的事件日历，针对不同的人口统计。

随着购物中心的发展，挑战是将其编织在一起。加上诉讼正在大修其网络，以确保与寻路和推动通知一起确保整个站点之间的无缝连接。它还将生成有关访客行为的数据，以告知新服务。

动态空间的统一管理和编排

阿鲁巴岛体系结构包括ap - 535 wi - fi 6室内and AP-365 Wi-Fi 5 outdoor access points tuned to provide seamless wireless coverage in 30,000sqm of mall space, and BLE Beacons to enable wayfinding across the 100,000sqm of car parking space in conjunction with the Meridian Mobile App Platform which provides the navigation and Blue Dot services. The LAN comprises a highly available core based on the Aruba 5412R switches and Aruba 2930 fixed and stackable switches in the access layer. But at the heart of the Aruba approach is Aruba Central as a unified, cloud-native infrastructure management and orchestration platform.

Aruba Central enables PlusCity to manage the deployment of infrastructure, with unified management and orchestration for the wired and wireless networks as one. It means the mall can manage and optimise connectivity for the huge numbers of daily visitors, and interactions with the network, securely, quickly and proactively. As a cloud-native application, new features can be added to Central without impacting the core functionalities.

覆盖购物中心以确保无缝体验

新平台建立了一个性能，强大且易于管理的网络。“最重要的是该网络运行100％。Oton Media董事总经理Lukas Aumair说，借助Aruba的设计，我们可以确定这一点。

With connectivity blanketing the site, PlusCity has been able to build a successful visitor app, featuring wayfinding and location-based services. Integration with the Aruba ALE (Analytic and Location Engine), the app is able to collect and benefit from a wealth of data points from the network. No visitor needs ever forget where they have parked their car and, while in the mall, they can receive promotional information about things that interest them while in the vicinity of specific shops, restaurants or even the cinema. On top of that, PlusCity can optimise its marketing by monitoring dwell times and traffic in the most and least frequented areas of the mall.

The wireless network also has the capacity to accommodate thousands of concurrent users. An average day sees 50,000 visitors to the mall, rising to 60,000-plus in peak periods.

“We had an event recently, aimed at young people, with 2,500 users in the main square,” says Lukas Aumair. “Almost everyone was online and many were posting videos to social media. The network never missed a beat.”

Nobody comes to a shopping mall because of the Wi-Fi, continues Aumair. But they may never return if the Wi-Fi experience is slow or hard to access.

捕获数据以告知新服务和促销

从操作的角度来看，优势是数据。加西斯需要了解谁参观购物中心以及他们如何使用购物中心。它越能理解访客，创造一种使客户一次又一次地吸引客户的体验就越大。

“We want data, but not so much data that we’re overwhelmed,” says Markus Aumair. “Right now, we cannot check everything, or react to every tiny piece of data.”

For now, the data that is most useful includes details of the visitor’s home address, contact information and how they have navigated through the mall, including dwell times. From this, PlusCity can then create marketing campaigns and new services, or new events tailored for specific demographics. It can also strengthen PlusCity’s marketing to new retailers looking to secure floorspace at the mall. On a daily basis, the team can readily change signage or open new parking facilities based on the analytics obtained from the data.

“For visitors, it means we can send promotions to their phone while they are in the mall, or passing a certain store, that are timely and relevant,” says Aumair. “It could be letting them know that a film is about to start, or it’s happy hour in one of the bars, or that there is a special promotion in their favourite store.”

将在线的便利与最佳现场体验融合在一起

共同-19危机影响了经济的所有部门。除了目的地购物之外，只有更多。马库斯·奥穆尔（Markus Aumair）认识到，所有消费者都乐于在拥挤的室内环境中度过时光可能需要一段时间，但是现实世界中的体验将永远是仅在线的替代品。

“We need to blend the two, of course,” he says. “The convenience of online with the enjoyment of the physical.”

What he does expect is that the best malls will remain and thrive, but lesser destinations may fade: “Not necessarily the most expensive shops, but malls with best quality, the best experiences.”