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Brief Published: 10 Aug 2015

Density: Beat the Crowds


California-based tech start-up Density has designed a sensor that tells you when your favourite place is not too busy by monitoring the number of people who are going there.

Launched in July 2015, the Density sensor attaches to the entrance of a destination and uses infrared light to capture foot traffic data anonymously. While the sensor hardware and installation are free, businesses need to buy the location data at a subscription cost, starting from $25 per location, per month.

Once a business has subscribed to Density, it can create an app that attracts more trade by translating the data into a useful message for its consumers. For example, Workfrom, a website that lists places suitable for working remotely, has used Density to measure seating availability in its most popular locations, which it displays on its site. "After adding Density, we saw as much as a 950% increase in traffic to supported locations," says Darren Buckner, chief executive of Workfrom, on Density's website.

When Density notices a drop in foot traffic, it can alert consumers to discounted rates for products or cost of entry – another way this technology could help draw people in during quiet periods.

The tool will be popular with young affluent consumers, who value products and services that offer them ways to save time. For more on how to gain the attention of constantly connected consumers who demand instant access, see Luxury Changes Gear and Battling Busyness.