However, Field Visits provide the most reliable way of managing footfall data for Retailers and Brands to get a feel of how customers move around in physical locations of interaction.
Count Entry and Exit Patterns
When gathering Footfall data using field visits, a Field Operative can stand at the entrance of a store and count the number of people entering and leaving the store within set time periods (e.g. 15 minute slots) throughout the trading day. The Operative will be able to gather information on the flow of customers within the store, and establish whether customers are browsing within the store or simply passing through.
Time the Peak Periods
Automated counters provide totals for footfall, however, human visits capture the rhythm and provide adequate information to determine the duration of peak periods, e.g. lunch time, to manage staffing, restocking and promotions on an hour by hour basis.
Record Dwell Time by Zone
Have your operative record the time people spend in particular areas of your store, such as around special promotions or at the service counter. Short dwell times in areas of the store you have designed to draw customers to these areas highlight a problem with your store layout or a failing display.
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Cross-Check Sensor Data
By cross-checking these figures against your sensor count for the same day of the year (the operative can phone or email you these figures), you can check for consistent under- or over-estimation of footfall by the hardware, and therefore cross-check against your own retail footfall benchmarks and trends to see if the figures the sensors are returning for you look about right.
Observe Queue Behaviour
Footfall counts need to be accurate. So, as well as counting entry and exit, field staff can note the queues and where they are, how long they are and whether they would stop people from entering the premises.
Field visits offer a cost effective solution to audit the figures upon which your retail strategy has been based.
