The Challenge
A shopping center lives on evidence: tenants want proof of traffic, marketing wants to know what events and campaigns actually change, and operations wants to see how visitors move between entrances, corridors, and anchors. Novo Plaza in Prague, operated by CBRE, wanted all three from one system.
The Solution
Ariadne has measured Novo Plaza continuously since 2022, across roughly eighty zones covering entrances, corridors, the food court, and tenant areas. The center uses flow direction between zones, event-impact analysis comparing event days against baseline days, and location-triggered SMS campaigns to visitors who opted in.
The Impact
Event days are quantified against ordinary weekends instead of guessed at, and campaign effects are measured at the corridor level. A 2025 test of a promotional poster at a side entrance raised the share of visitors walking on to the target corridor from 37% to 42%, while a control corridor stayed flat.
