Here we are: the biggest yearly spending event in retail is here off, with holiday shopping efforts in full force. But while consumers battle with their checkbooks, retailers are batting for consumers. You’ve likely noticed that the news is scattered with stories about big box stores closing while online retail giants, such as Amazon, continue to grow. In fact, consumers spent a whopping $126 billion online in the 2018 holiday shopping season.

An NPR poll brings insight to the online versus brick-and-mortar war that has ensued, featuring the top motivating factor to shopping online: speed (quickly followed by convenience). When you think about physically going to a store to shop, these factors are often diminished by one major element: parking. But what if retailers could leverage technology to both decrease the time shoppers spend searching for a space and provide a better customer experience? Could this help push customers to return to in-store shopping?

Our customers think so, based on the following benefits:

Speed

Research shows that finding a parking spot at a shopping center can take up to 12 minutes. Cleverciti’s smart parking technology can change that. Through a combination of real-time detection of available parking spaces and digital signage guiding drivers to open spots, the time required to park can be reduced by 30% or more. In a shopping mall with 1,000 parking spaces, this improvement can result in annual revenue gains of more than $4 million.

A positive impression

As the first and last memory of a shopping experience, streamlined parking is key to creating a satisfied customer. Take it from us: In July, Cleverciti finished installing its smart parking technology at Unibail-Rodamco-Westfield’s Ruhr Park, Germany’s largest open-air shopping center with more than 2,600 parking spots. Known for their devotion to innovation and service, Ruhr Park’s executive team wanted to deliver extraordinary service, convenience, and a hassle-free parking experience for its clients.

Creating rewards

In addition to streamlining parking, Cleverciti’s newest technology, the Cleverciti Card, can be used to reserve parking spots in specified areas. Imagine VIP customers being able to reserve a space in advance, which not only maximizes their time spent shopping, but also provides additional data to the retailer regarding the most loyal and top-spending customers, allowing salespeople to know in advance of the arrival of their best customers. For years, brands have created loyalty programs with rewards, bonuses and discounts, and now parking can become part of these efforts.

Utilizing data

Cleverciti’s solution is more than just sensors. Using edge-computing, artificial intelligence and the Internet of Things (IoT), the technology creates a unified and intelligent platform that provides customer and behavior data to retailers — something retailers are always craving. From the location of each parked car, to parking violations, to how long each shopper spends in the store, this information can help retailers learn about customer behavior, measure effects of marketing campaigns and plan more effective traffic patterns.

Reduced footprint

Consumers are starting to use purchasing power to get their messages and opinions across to businesses and brands, and we’re seeing this prominently when it comes to reducing emissions and global warming. A report by Nielsen found that 66% of consumers are willing to pay more for sustainable goods, so it is likely that they will also pick a shopping center that has actively chosen to reduce its carbon footprint.

Smart parking technology directly relates to this effort: when shoppers spend less time searching for an open space, they’re releasing fewer emissions into the air and therefore cutting down on pollution. Cleverciti’s mission to creating a sustainable environment can be key to showing consumers that retailers care about more than just the bottomline.

Brick-and-mortar retailers are at a tipping point when it comes to winning back the hearts of consumers, but this effort is all about providing a better experience for the consumer than their digital counterparts. Cleverciti’s smart parking technology can create a more efficient, rewarding and sustainable experience for shoppers while also providing mission-critical information to retailers to continually improve the guest experience.

To learn more about how Cleverciti’s technology can help your business, connect with our teams here.

City of Dubai

As cities look to plan for rapid population expansion, and to make the most out of their infrastructure, one of the first places they might focus on is parking. An increasing number of cities have started to eliminate minimum parking requirements for developers, aiming to increase walkability and decrease car dependency.

This trend brings to light the problems with existing infrastructure. The need is to establish a highly functional and efficient parking management solution that ensures resident satisfaction and utilizes the existing parking lots and on-street parking throughout the city.

The metropolitan parking picture

Parking can be a daily struggle for some, as in attempting to find a nearby yet affordable space to park for work in an office building. It’s also a problem during particular occasions, as hundreds gather around a few blocks or streets for a farmers market or holiday festival.

But, perhaps surprisingly, the fact of the matter is that there are plenty of parking lots available in cities. For example, one study shows that there are 2.2 million total parking spaces in Philadelphia and 1.85 million in New York City.

The problem lies in the way that these spaces are typically managed, which is proven to be inefficient. Drivers are often left frustrated and spend too much time searching for a spot, due to lack of immediate awareness of where spaces are open. Reliable, real-time data that allows drivers to choose between on-street parking, surface lots or garages is not available.

By bouncing between lots and garages that are full, drivers become restless and may choose to park illegally or leave altogether, creating a loss for the city in more ways than one.

The importance of guidance

Implementing an integrated, intelligent parking management solution allows cities to make the best use of their most valuable asset.

The most important aspect of achieving a streamlined parking experience is real-time guidance to all parking options and reliable, live information and updates. If a driver travels downtown and is looking to park somewhere central for a day of shopping, he or she must be made aware of which public on-street parking, surface lots, or garages are full before taking the time to search them for an open space. Sensors installed on light posts can provide an immediate overview of the occupancy of parking in the city, allowing drivers to make well informed decisions when navigating the lot and surrounding street parking spaces.

This type of live monitoring is especially beneficial for cities when they’re host to a particular event. A garage, lot or street can be controlled based on specific parameters, such as the price and duration, while also creating certain restrictions as necessary.

Serving residents for the greater good

The technology solutions that exist for managing municipal parking must coincide with the desire for city officials to improve the process. Cities increasingly care about their parking situation for a number of reasons:

Revenue

Deploying a cost-effective parking management and guidance solution ultimately generates more revenue for a city, as existing parking spaces are properly monetized. Drivers are more motivated to pay for a spot when they know they’ll be able to find it quickly, without having to circle around in vain. The awareness by drivers that all spaces are monitored by a modern system further increases the understanding that it is fair to pay for the valuable public space and service.

An example of this type of monetized parking policy at play can be seen when we take a look back at the history of Old Pasadena, the original commercial center of Pasadena, a city in California. The city installed parking meters in 1993 to improve its on-street parking situation, with a promise to use the meter revenue on public investments in Old Pasadena. Improvements to sidewalks, alleys and streets were made, while more customers were drawn to the area due to the regulated curb parking.

Service

Utilizing the Parking as a Service model is paramount for businesses and retailers, but its principle applies to cities as well. Officials should aim to provide residents and visitors with a stress-free, enjoyable experience, not one that is compounded by obstacles when trying to enter and exit the city.

Parking as a Service is driven by the deployment of innovative technology, which is typically seen in smart parking services. The Smart City of Dubai, for example, leverages sensors on lampposts to detect 1,100+ spaces in the World Trade Centre District and Sheik Zayed Road.

Public perception

The general perception of a city is impacted by its traffic and parking conditions. More people are likely to choose to spend their time and money in an urban environment where they know their parking concerns are understood and addressed.

A building in the Galeria Kaufhof Shopping Center in Cologne, Germany, for example, reduces parking search traffic in the entire city’s center and sustainably improves quality of life by utilizing a long-range parking sensor at the facade of the building.

As cities continue to thrive and population increases bring newer parking restrictions, it’s inevitable that managing parking in these locations will only become more critical. By applying the time and effort to invest in a solution that takes advantage of the space that already exists and simplifies the overall experience, urban areas can achieve one of their most important goals: happy citizens.

One of the biggest influencers when it comes to the way residents and visitors view a city and its infrastructure is the ease of travel and parking. Whether drivers are headed to work downtown on a Monday morning, touring the nightlife on a Friday evening or attending a weekend sports game, the desire to quickly and efficiently locate an open parking space is typically top of mind.

But this isn’t always easy, as various challenges make parking in a city complicated. Municipalities face the balance of wanting to keep residents happy while also providing a welcoming atmosphere to out-of-towners when an influx of traffic occurs. And as cities in the United States continue to grow — population estimates from the U.S. Census Bureau show that San Antonio, Texas, adds more than 60 people a day on average — the parking process will only become more complex.

With the elimination of parking minimums popping up around the country, the key for cities in the United States becomes prioritizing smart parking management for the lots and garages that currently exist. There is an overabundance of spaces in numerous cities, such as New York and Philadelphia, but with improper and inefficient management, these critical assets quickly lose their value.

A crucial component that’s typically missing in today’s city parking environments is guidance. In a study conducted by the International Parking Institute in 2018, 43 percent of respondents said the demand for guidance systems to help drivers find parking was one of the top emerging trends in parking for the year.

By implementing an integrated, intelligent parking management solution, cities can guide drivers to the closest available parking space, rather than requiring them to circle around endlessly after being turned away at the nearest option. Real-time updates with reliable and live information captured from sensors on light posts facilitate intelligent parking decisions that are based on data, not luck.

This kind of parking management solution would be especially beneficial for a city when dealing with a major sporting event, such as the recent Super Bowl held in Atlanta. Ahead of the game, officials prepared for the remarkable amount of traffic expected, which included a possible 150,000 out-of-town guests and more than one million attendees during the 10-day span of events. Hartsfield-Jackson International Airport also saw a record-breaking number of passengers the day after the game.

A smart parking management solution would not only improve the flow of traffic for drivers who attended the game, but it would also provide operators with enhanced monitoring and insight into the various parking operations around the city. This would then enable officials to ensure the proper protocols are being followed and adjust aspects where necessary.

In order for cities to convey that they care about their residents and visitors, they must take into consideration today’s parking challenges and optimize the experience for all involved, which begins by leveraging a smart parking management solution. Learn more about how your city can benefit from Cleverciti’s technology.