Westfield Rise Deploys AI to Track Physical Store Traffic

Developed in partnership with Digeiz, the new measurement solution utilizes AI technology to map visitor journeys across shopping centers. Beyond tracking store visits, the platform captures engagement metrics, showing that nearly one in four visitors interacts with experiential brand activations for more than 60 seconds. These activations currently yield an average dwell time of 88 seconds.

Mel Lalou, Director of Westfield Rise for Northern Europe, stated that brands are seeking greater accountability for marketing investments in physical retail environments. The technology aims to provide a direct link between audience exposure and concrete behavioral outcomes. This launch marks the initial phase of a broader deployment of the measurement platform across 23 Westfield destinations throughout Europe.