GIS in Business - Routing analysis of Plaza Shoppers
Figure 3 shows the results from the Prudential Center. The following patterns are found:
Figure 3 Rate of shoppers flow for the different levels of Prudential Center
- Most shoppers use the MTR (another mass transit) entrance and so stores near the main entrance and escalators are found having a slightly higher rate of non-stop shopping. However, pathways beside the other escalators do not seem to have a higher flow volume.
- Less shoppers walk through the dead-end pathway but most shoppers walk through all 6 levels of this plaza.
- The branded stores have a higher rate of shopping frequency than the small boutiques.
Comparing the results of the two plazas, it is found that stores next to key entrance points, especially those adjacent to mass transit or bus terminals have a definite advantage. Besides, a spacious and open environment will attract more passers-by than narrow passages. However, too large a plaza will concentrate shoppers at just the lower levels as it
may be too tiring to walk through the whole plaza. The store image and brand possess a little bit advantage but it’s worth noting that what’s considered as proximity advantage to escalators is not necessarily true.