Hammerson Parinor case study: Foot Traffic Analytics in Parisian Shopping Center

Hammerson’s shopping malls organize seasonal events on a regular basis to drive traffic and make their properties more than just a shopping destination. One of the key success criteria of these events is foot-traffic. For this purpose, Hammerson relies on the BlueFox solution and uses it to measure footfall at events such as the Klein Expo at Nice Etoile or the seasonal ice skating rink at the Parinor shopping center, north of Paris (pronounced like “Paris Nord” is pronounced in French).

Parinor’s objectives were to maximize cleanliness of their bathrooms at minimum cost. They wanted to increase cleaning frequency during heavy use, but engage reduced janitorial services when visits were few. To make data-driven decisions, Parinor needed to measure bathroom foot traffic at their two bathroom locations: one near-by the Carrefour supermarket, and another on the other side of the Parinor shopping mall.

BlueFox foot traffic measurement sensors were selected because they are privacy-friendly and cost effective: one BlueFox sensor could cover both women’s and men’s bathrooms. After several weeks of foot-traffic measurement, two key takeaways from the foot traffic data were that, first, the restrooms close to the supermarket were the more highly used and, second, there were clear patterns of traffic during the day and across the days of the week.

The cleaning service contractor had historically assigned one staffer full-time to bathroom cleaning during mall opening hours. With sensor information in hand, Parinor team was able to adjust the janitorial service to be more frequent during peak times and and less frequent during early and late hours, when traffic to the restrooms is very low.