Santander is committed to digitalisation to boost local commerce

Santander is committed to digitalisation to boost local commerce

The city of Santander has taken a firm step towards the modernisation of local commerce with the implementation of an innovative system for measuring the flow of people in commercial areas. This project aims to improve the competitiveness of the commercial sector and optimise tourism management through the use of advanced technological tools.

Smarter and more connected commerce

Thanks to the Programme for Strengthening Commercial Activity in Tourist Areas, Santander has deployed a network of sensors (Seeketing Nodes) in strategic areas to analyse the behaviour of residents and visitors. The Seeketing Nodes make it possible to obtain real-time data on affluence and mobility, facilitating informed decision-making for commercial and tourism planning.

Main project developments

• Installation of Noos Seeketing at key points in the city to analyse the flow of people.
• Integration with Santander's Smart City platform, ensuring access to real-time data and its detailed analysis.
• Optimisation of commercial strategies by studying consumer behaviour patterns.
• Proximity marketing campaigns, allowing personalised messages to be sent to registered visitors.
• Compliance with data protection regulations, guaranteeing the anonymisation of the information collected.

Benefits for retailers and citizens

This commercial digitalisation system not only benefits retailers by providing them with valuable information about their target audience, but also improves the shopping experience for visitors, offering recommendations and promotions tailored to their interests.
With this initiative, Santander is consolidating its position as a benchmark in the digital transformation of urban commerce, promoting a more efficient, sustainable model oriented towards the needs of the modern consumer.

 

Better performance than other technologies for visitor counting and analysis

As shown in the following table, Seeketing's detection technology has advantages in Granularity or accuracy, Counting, and phygital capabilities with the user, compared to other technologies available in the market.

 

	Seeketing IOT nodes	Wi-Fi Tracking (Triangulation Router)	Apps + beacons	DMP based on Apps (GPS, BTS triangulation)	4G data via BTE antennas	Counting systems (video, thermal cameras)
Geospatial granularity	High	Media	High	Low	Low	High
Traffic/Audience/Massive audience/counting (+80%)	High	Very low (random MAC Address)	Very Low	Very Low	Media	High
Origin-Destination Matrix	Yes	NO	YES	NO	NO	NO
Phygital capabilities	YES (No App required)	NO	YES (App required)	NO	NO	NO
Sending geolocated messages	YES (No App required)	No	YES (App required)	YES (App required)	NO	NO
Requires extrapolation methods to compensate for lack of data.	NO	YES	YES	YES	YES	YES

Seeketing develops Phygital solutions (web, app, sensors, platforms, consultancy and promotion, linking the physical and digital world person to person).
If you want more information contact Seeketing, This email address is being protected from spambots. You need JavaScript enabled to view it.