Timeliness and agility are two key factors for retailers to succeed. This is because the demands and needs of potential customers are constantly changing. Furthermore, external developments require a high degree of adaptability. Real-time tracking of footfall can help retailers understand what is happening in their retail spaces. Real-time data offers the potential for optimisation and, consequently, for improved business results.
Real-time visitor frequency measurement
Automatic people counting is particularly important for retailers. This is because it provides continuous data on footfall during opening hours. Retailers can use the footfall data obtained to optimise their store locations, advertising, service offerings and staff deployment. Furthermore, footfall is always a good indicator for risk prevention, helping to avoid overcrowding.
Video-based 3D technology is the most important method for automatic people counting. This is because it has a high detection rate and is accurate to the centimetre. This means that precise people counting is possible even during peak times and with large groups of people. Furthermore, people counting remains reliable even in difficult lighting conditions. In addition, video-based 3D technology is 100% compliant with data protection regulations. This is because no images, videos or personal data are stored. Instead, people counting takes place directly within the 3D sensors.
Additional data can also be linked to footfall figures in real time. This includes, for example, pedestrian traffic or socio-demographic data such as the age and gender of visitors. This enables the generation of relevant metrics, such as the capture rate or conversion rate. It is also possible to enrich this data with real-time weather, staff or till data.
Use of data through real-time tracking
Once the data collected has been processed and analysed, it provides the perfect basis for business decisions. Real-time tracking not only helps you understand visitor footfall, but also provides detailed insights into the activities of visitors and customers.
However, real-time tracking is only useful if decision-makers are able to handle the real-time data and draw the right conclusions. It is therefore always important to distinguish between irrelevant and relevant data. Furthermore, the relationships between different key performance indicators must be understood and interpreted correctly. Otherwise, incorrect conclusions may be drawn and the wrong measures taken.
Real-time visitor footfall data is typically made available to decision-makers via mobile or web-based platforms. This ensures that branch managers and area managers have all key performance indicators at their fingertips at all times. This is particularly beneficial for area managers when they are not on site at a specific branch. It allows them to monitor and compare the performance of different branches. Furthermore, real-time tracking of visitor footfall also provides insights into the success of advertising campaigns, events and promotions.
To improve service quality, it is particularly important to avoid queues in brick-and-mortar retail outlets. After all, nobody likes waiting in a queue at service counters or at the checkout. Real-time tracking makes it possible to identify potentially long waiting times and deploy staff as required.
Retailers can, if necessary, define various thresholds which, when reached, trigger a notification to the relevant staff. This applies, for example, to the conversion rate, the capture rate or the average receipt value. In this way, specific actions can be initiated automatically or manually during the business day to further boost the branch’s performance.
Of course, real-time tracking is not the only feature available when measuring footfall. Visitor data is also recorded and presented in graphical form, enabling visual analysis over a longer period. After all, retailers must always base their decisions on sufficient information. We would be happy to advise you on how real-time tracking can boost your efficiency and reduce your costs.
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