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Mall of America Deploys AI-Powered Video Analytics to Boost Efficiency and Security

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With 5.6 million square feet housing 500+ retailers and attracting more than 32 million visitors annually, the Mall of America (MOA) requires careful planning to support overall security — and its parking operations specifically. The shopping center has expanded its partnership with Axis Communications to deploy car-counting video analytics across more than a dozen locations, enabling more informed decision-making around employee scheduling and streamlining transportation logistics for the 300+ events hosted each year.

Following an initial test of the technology, MOA quickly expanded the implementation, and the car-counting data now drives macro-level decisions about mall hours and event planning as well as micro-level scheduling for vendors and staff.

“We needed technology that could keep pace with our evolving needs and make sure our security team could focus on the highest-priority tasks,” said Aaron Nielsen, VP of Information Technology at the Mall of America in a statement. “Our previous solution struggled with the unpredictable Midwestern weather, including snow, rain and cold, all impacting accuracy and reliability.

“Car counting is one of the most important operational metrics we have,” Nielsen added. “Implementing a system that delivers accurate data allows us to quickly scale from one location to more than a dozen additional locations throughout the mall, providing efficiency and invaluable information for our team.”

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With the expansion of its video analytics, MOA now can:

  • Deploy solutions even in challenging locations: MOA first tested an Axis camera on a light pole isolated from the building and, despite difficult access to power and data, the trial system proved over 99% accurate;
  • Drive decisions with analytics: AI-enabled line-crossing analytics deployed at the property’s edges is proving especially useful in locations where the mall entrance meets busy intersections, because the technology can draw precise distinctions between a car entering the mall versus one that’s merely passing by;
  • Improve overall security: Cameras and Axis network speakers installed in restricted areas can detect and deter unauthorized access in real time, with alerts immediately sent to the MOA central dispatch center; and
  • Prioritize employee safety: Unpredictable Minnesota winters add challenges to keeping employees and customers safe. With the new system, adjustments are intuitive, so what previously required ladders, lifts and multiple people can now be accomplished from a desktop. Non-technical team members can review audits, make changes and immediately analyze results from a safe location.

In October 2023 MOA added body cams and enhanced security cameras from Axis Communications. Looking ahead, the mall is exploring advanced capabilities such as people counting and license plate recognition, as well as leveraging analytics to better understand visitor trends such as distinguishing hotel guests from shopping center visitors.

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