Whilst it has long been standard practice for online retailers to continuously track visitor numbers, many brick-and-mortar retailers are still completely in the dark. Tracking visitor numbers enables online shop operators to carry out detailed analyses of their visitors and the performance of their online activities. As this information is not available to businesses in the physical world, they are unable to use it to improve operational processes and the customer experience. Yet there are professional yet affordable technologies for people counting, for example in retail shops, museums, shopping centres, city centres, stadiums, at trade fairs, concerts or in other public buildings.
What is people counting?
People counting is the process of measuring the number of people entering a specific location. Whilst such measurements were often carried out manually and only on an ad hoc basis in the past, there are now digital, automated solutions available for people counting. This is because manual people counting has a number of significant drawbacks. For instance, there is a high risk of error due to waning concentration or large crowds. Furthermore, manual people counting is costly and time-consuming. Digital people counting, on the other hand, is based on modern technologies that count people reliably and continuously. Another major advantage of digital people counting is that the data collected can be automatically analysed in real time and used to optimise operational processes and customer engagement.
How are people counted digitally?
Camera-based sensors are frequently used as the optical technology for people counting. There are other technologies available as alternatives to camera sensors, such as thermal imaging sensors, infrared sensors or radar sensors. In most applications, the advantages of camera sensors outweigh those of other technologies. This is because they track people very accurately and comply with data protection regulations. It is not possible to store personal data. Furthermore, existing security cameras can be used for people counting. This allows for significant cost savings in terms of procurement, installation and maintenance. This is because security cameras enable both security monitoring and people counting simultaneously. Using appropriate software tools, the data obtained from people counting is analysed and visually presented, or alternatively made available as raw data, e.g. for integration into existing BI systems.
What are the benefits of digital people counting?
Digital people counting offers countless benefits. By tracking footfall, businesses and organisations gain valuable insights into what is happening on their premises and who is there at any given time. Real-time analysis also makes it possible to determine occupancy levels at any time and utilise key performance indicator-based alert systems.
Comparison of passenger numbers over time and forecasting
The data from digital footfall measurement is not only available in real time, but can also be aggregated on an individual basis. This is particularly useful for comparing different time periods. Furthermore, standard software tools can use the data collected to make predictions about footfall at a specific time or during a specific period in the future. This allows operational processes to be adapted even more effectively to footfall levels.
Measuring the effectiveness of advertising campaigns
Digital people counting enables the collection of comparative data on how advertising campaigns and shop window displays affect visitor numbers at a particular location. Continuous analysis, in particular, provides valuable insights into the effectiveness of advertising campaigns. It is also possible to link this data with other metrics, such as the average dwell time or the conversion rate of visitors.
Comparison of different locations
Digital people counting also provides the data needed to compare different locations. This is particularly important in multi-store retail for analysing A/B tests and optimising underperforming locations. In addition to footfall data, intelligent, mobile analytics tools can be used to view any key performance indicators (KPIs) in real time via interfaces with the retail management systems, enabling appropriate measures to be taken during the day to optimise branch performance.
Tailored staff deployment planning
As forecasts for the number of people required at a future point in time or during a specific period can be derived from aggregated historical data, companies can optimise their staff deployment planning. This is because companies can gain a detailed insight into their peak and quiet periods, thereby enabling them to plan staff deployment effectively. On the one hand, this allows sufficient staff to be scheduled for peak times to meet customer needs. On the other hand, during quiet periods, the workforce can be reduced to save costs. For even better forecasts, it is also possible to link the data with weather information. However, real-time data also provides valuable insights, for example to reduce queues at the checkout. Interfaces with common workforce planning systems ensure efficient data transfer.
Compliance with safety regulations
Digital people counting can also be used to measure and regulate the number of people in high-traffic areas. For example, venues such as public buildings, exhibition halls or stadiums have a maximum permitted capacity to comply with safety regulations. Digital people counting can therefore reliably track the number of people and, if necessary, restrict access.
People counting for comprehensive analysis
Every business and organisation in the physical world should implement people counting. Only then will they know exactly how many people are present on their premises – whether in retail outlets, museums, banks, shopping centres or at trade fairs. The data obtained through people counting provides invaluable insights. It helps to optimise operational processes and customer service. At Crosscan, we would be happy to advise you on the wide range of possibilities offered by digital visitor analytics.
Are you ready for the journey of digital transformation and retail analytics?
Let’s turn your vision into reality. Contact us today to work with us on setting your brand on the path to data-driven management of your visitor spaces.
Crosscan Data Insights Blog
Take a look at our other blog posts and find out how data-driven insights are transforming the high street and helping to analyse customer footfall.