What does footfall mean?

Footfall is the number of people entering an area, shop or building in a given time. The time is the period of your choosing - each hour, day, week, month or even every 5 minute interval. Footfall is a key performance indicator essential for measuring many other kpis, like sales conversion and average shopping time.

Why measure footfall? | How to measure footfall? | How much does it cost?

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Measuring footfall
footfall in store

Why measure footfall?

Measuring footfall lets businesses:

  • gain valuable analytics and key performance indicators,
  • improve the visitor experience,
  • understand customer behaviour,
  • see current occupancy and
  • optimise operations.

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Shopping centre


Use footfall figures to calculate:

  • sales conversion rate,
  • dwell times,
  • queueing times,
  • popular store areas,
  • average shopping time and
  • other key performance indicators.

Journey Map


Zooming into various indicators lets retailers identify badly performing areas and act to improve matters. For example by:

  • Comparing footfall and sales conversion at different hours of the day
  • Comparing footfall and sales conversion at different properties
  • Monitoring how many people pass by
  • Mapping "hotspot" areas to discover which places are most popular and where the dead zones are.

smart city footfall

City Centres

Councils and city centre managers measure footfall to see precisely how their towns are being used:

  • Asess the impact of development initiatives on people's movements
  • Provide key data to inform future decisions aimed at improving their area
  • Help determine the potential for new retail stores

A footfall metering system provides feedback on changes in people's behaviour within the city and allows the council to effectively manage the flow of people, vehicles and bicycles around the area. Businesses looking to open a new shop or restaurant gain precise figures for footfall past their proposed location to help them assess the potential for their new venture.

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We are happy to discuss all kinds of projects. Please contact us directly for a prompt reply

How is footfall measured?

The most accurate systems use video counting. Our AI-powered software connects to CCTV to accurately detect and record how many people pass through the counting zone. The footfall is logged and made available in real-time in web browsers, mobile phone apps or via the Internet-of-Things.

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Footfall Questions

How many people enter a store, or chain of stores, over a period of time. On its own, the footfall shows how successful a shop is at marketing and presenting itself. The footfall data can also be used to measure real-time sales conversion, occupancy levels, average shopping time, display success and staff efficiency. Trends can be compared over time and across stores.
There are several ways to measure footfall: one of the most accurate is video counting using artificial intelligence to detect people in a CCTV or IP-enabled camera stream. However, there are several others - read more about footfall measurement technologies.
The analysis of the numbers of people going into a specified area. Footfall analytics can show your sales conversion rate, average shopping time, dwell time, most popular areas of a store or building, queue times, average and current queue lengths, customer demographics...read more.
Foot traffic is just another way of saying footfall. It means the flow of people into and out of a counting zone. How many people visit a shop, building or area in a set time.
A footfall area is the space through which you are counting people. For example, a footfall area might be a store with several floors, entrances and exits. Or it might be a zone on a street down which people are walking. It could also comprise many stores in one retail chain.
A people counting sensor is a device that measures footfall. It might be a camera and people counter, although other types of sensor are also available.

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Experience and Expertise

Retail Sensing have nearly 50 years experience in measurement and control. We have 15000 video counting systems installed in over 40 countries.



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