In recent years, footfall analytics has evolved from a simple passive checking system to an increasingly sophisticated and helpful scientific discipline for a number of sectors including education, retail and tourism.
As we head into 2022 with the arrival of January sales and upcoming seasonal events/products for Spring, footfall is still profoundly relevant for many businesses and town centres.
Ultimately, it helps them understand visitor behaviour to make informed decisions about marketing, staffing, resourcing and expansion to generate sales and improve customer experience.
How is footfall measured?
The older, more traditional method of people counting was implementing hardware such as CCTV, Wi-Fi, sensors and manual clickers. But these have proved to be time-consuming, expensive, and limited in only providing a head count, leading to inaccuracies of how visitors are actually utilizing shops, streets, car parks and other urban spaces.
Instead, real-time GPS data from GDPR compliant mobile apps combined with artificial intelligence offers access to not only visitor frequency, but information on post-code origins, spending habits, event performance and much more!
What are the key benefits of footfall analytics?
1) Target profitable customers – The benefits of footfall analytics for 2022 start with identifying and attracting loyal, profitable customers. This leads to increased sales due to well-timed campaigns, showing where and when you should spend your advertising for future events while reducing costs in the process.
2) Identify changing patterns – Whether in traffic flow or engagement within a particular area of the shop/street, the benefits of footfall analytics would allow you to discover peak trading periods and popular routes when it comes to promoting products or services more effectively during a time where there is more traffic.
3) Reducing CO2 and journey time – One of the biggest benefits of footfall analytics for 2022, and society as a whole, is decreasing CO2 output through accurate monitoring of customer’s movements, helping cities to become greener places to live. If people do not need to travel as far or wait as long at bus stops due to more accurate predictions for public transport routes, journeys can be shorter too which leads to lower CO2 emissions overall.
4) A better customer experience – Building a positive experience for visitors is essential as it encourages shoppers to return time and time again, as well as recommend your business or town to others within their social circle. Having real-time information coupled with the power of personalisation enables managers to allocate staff appropriately, engage customers and establish a more personal, trusted relationship.
Footfall analytics benefits businesses and towns across numerous industries and regions in the UK, providing an opportunity to gather rich insights about how visitors behave, thus creating an environment where expectations can be met creating satisfied customers.
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