Hammerson has launched a crowd checker feature to help people understand when the safest times to shop are.

The shopping centre owner has rolled out the tool initially at its locations in Brent Cross, Cabot Circus and Westquay.

It uses artificial intelligence to track the exact number of people in stores in real-time, with data from ShopperTrak’s virtual footfall analysis technology.

The feature can be accessed on each shopping centre’s dedicated website, and is expected to be rolled out to more locations later this year.

“We know that some customers are still a little nervous about visiting their favourite shops, and want to beat the crowds,” said Kathryn Malloch, Hammerson’s head of customers experience.

“We’re always looking at how we can make life easier and simpler for our customers, and the crowd checker is a great example of that, as it enables shoppers to check how popular a destination is in live time before they visit, so they can plan their trip."

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