Ipsos Retail Performance. Blog.

Footfall: Why do we count it?

Retail Traffic

Most industries are accustomed to the various methods available for monitoring the number of visitors to a website – but what about physical stores? You can apply the same kind of insight to a physical store as you would to a digital one and streamline your retail strategy as a result. There are many different types of technology available to count footfall; from stereo cameras through to thermal counting and it’s pretty simple to find one that will suit your store.

Here are a few good reasons why you might want to consider counting your store footfall.

Measure Retail Store Performance

Of course, this is one of the most important insights when it comes to making your marketing count. Measure sales conversion by counting the number of customers, compared with the number of sales to provide insight into how a store is performing in turning browsers into buyers.

Comparative Estate Analysis

Once you know how to measure the performance of one store, you can then compare it against others too. Whether you have three sites or three hundred sites, counting footfall will enable you to see how each one is performing in relation to the other.

Trend Analysis

Building profiles and trends of store footfall allows you to establish if stores are achieving their KPIs. Contrast these results with the wider retail environment from resources such as our monthly UK Retail Weathermap or Retail Traffic Index to validate your performance further.

Staff Efficiencies

Part of ensuring a site is profitable is maximizing the efficiency of its workforce and that is hard to do without risking customer service – unless you count footfall. Footfall data will enable you to see where various highs and lows of visitor numbers are, right down to an hourly basis. Accounting for these trends when planning staff rotas will ensure customer service remains high and staff are better utilized.

Understand Customer Behaviors

Footfall counting technology will give insight into who is coming through the door and when, but you can also incorporate a number of other insights. For example, heat map sensors that show you where customers go in stores and facial profiling that can highlight customer behaviors or demographics.

Perhaps the biggest reason of all to invest in footfall counting is because it can help put you ahead of the competition. For proactive retailers this type of retail analytics is crucial to help boost performance. If you don’t invest in understanding who is coming through your door you could well find yourself out in the cold.

Read our blog ‘How to choose the right people counter’ for more information on the technology available 

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