Footfall counters are a simple piece of tech that have had a revolutionary impact for consumers and retail businesses, from stores to airports and train stations.
The concept is very simple — sensors at an entrance measure the number of people coming and going. The sensors use infrared technology that counts each time a beam is broken and some systems can also provide data on whether someone is coming or going. People counters are easy to use and install, but what benefits do they actually provide?
Building a bank of business intelligence
Insight into a bricks and mortar store is often difficult to come by.
Footfall counters provide the kind of key metrics that online stores can access simply by looking at analytics. For example, people counting technology enables a store to calculate its conversion ratio, which is the number of total sales divided by the volume of traffic.
It’s key information like this that feeds into creating a bank of business intelligence that can be used to steer the business in the right direction.
Optimising the way the business is run
With the intelligence provided by people counters you can make better decisions about how to run the business. For example, people counting enables stores to identify peak traffic times and adjust staffing levels as a result.
Footfall patterns can be calculated and the data from people counters can be fed into the way the building is laid out to boost conversions and enhance customer experience.
Creating better customer service
Crucially, footfall counters provide insight into what it’s like to be a customer, how appealing the store is to use (for example, queue management) and whether investment in promotions is yielding results.
All of this information can be fed back into creating better customer service that drives traffic and increases conversions.
Boosting performance and profits
The data that footfall counters generate can be used to analyse the way a business is structured and to optimise performance. For example, conversion rates can be benchmarked and tracked against future conversion results to measure performance and identify the factors involved in success.
Marketing and advertising campaign success can be monitored against the traffic generated and tweaked to deliver improvements and more focused results. Plus, the business can be streamlined to reduce cost and improve efficiency without a negative impact on the customer experience. The insights available could change the way that the business operates and, crucially, the way it performs.