BROEN Shopping

BROEN Shopping opened in 2017 in the heart of Esbjerg, Denmark. With its 60 stores spread over 29,800 m2, BROEN Shopping has created an inspiring universe with everything from fashion to culinary experiences.

Read the case and find out how BROEN Shopping optimizes daily operations with Vemcount.

BROEN Shopping optimizes daily
operations with Vemcount by

Getting exact knowledge about the number of people entering and leaving in real-time, thereby making more effective decisions with insights about peak times.

Reducing waiting time and generally improve customer service by using historical data to plan the allocation of staff for one-day activities.

Getting insights about the correlation between energy consumption and number of visitors, as peak times can be an indicator of fluctuations in the energy consumption.

Ensuring that the mall is below the safety level of occupancy according to the fire safety plan using Vemcount’s alarm system.

Evaluating the attraction and success of events based on in/out visitor counts.

We use Vemcount to measure the traffic at our entrances, so we get an idea of where the customers come from and when the number of visitors peaks during a day, week, month or year. This gives us, among other things, a tool for planning our marketing and activity calendar and subsequently evaluating on these activities.

Janni Baslund DamMall Manager, Broen Shopping


BROEN Shopping wanted a people counting solution with easy-to-understand visualizations and reports, making it possible for the mangement to work in depth with key figures, as a part of the daily operations. BROEN Shopping focused on the following questions:

  1. How can we measure customer traffic in the shopping mall and use this knowledge in strategic as well as operational decision-making?
  2. Do our marketing activities and campaigns attract more visitors to the mall?
  3. How do we ensure that visitors get a customer experience beyond the ordinary and a good customer service?


For BROEN Shopping, we have installed a mix of sensors, each of which matches the particular conditions at each entrance, combined with our unique software solution, Vemcount. AI-powered 3D sensors are able to collect accurate data about the number of visitors, even in difficult environments, where the amount of light is limited. For entrances with a standard light input, two other types of 3D sensors are used. As the entrances vary in width and height, the sensors are chosen according to their viewing angle. All three types of sensors automatically exclude unnecessary factors from the counts, such as shopping carts, freighters, and product displays outside of the store. The customer data are presented in Vemcount on a user-friendly dashboard or in customized reports.

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