Why people counting?

Measuring visitor numbers is the key to analysing shopper behaviour and turning browsers into buyers. All web shops measure visitor numbers; surprisingly, many businesses in the high street neglect to collect this statistic. What do they discover when they make measuring footfall a priority?

The impact of an advertising campaign

• Did visitor numbers increase during the campaign?
• Did sales increase proportionally?
• Were visitor numbers sustained post-campaign?
• Were marketing efforts successful in driving prospects. Without people coming into the store there is no opportunity for sales conversion.
• Set visitor and sales conversion targets against which to measure marketing success.

Optimum opening hours

• Understand visitor numbers by the half-hour (for example) and the day of the week. Do more people shop at one end of the day?
• When you change opening hours, compare results over the entire day. Do new hours bring in new customers, or just spread out existing ones.

Sales conversion

• Sales conversion = visits to the till / visitors
• Calculate sales conversion by the hour, half-hour or every 15 minutes to see peaks and troughs.
• Find what proportion of people don’t make a purchase and take steps to convert these into buyers. Would more staff convert more browsers to buyers? Or perhaps improving the store layout would help.

Queue management

• Do you know how many people leave because the queues were too long? A good people counting system will help you find out.

Efficient staff allocation

• Monitor visitors hourly for optimum staff scheduling – allocate more staff exactly when they are needed. You can’t do this just by sales figures – how many sales were lost because a staff member wasn’t available to close the sale?

Identify long-term business trends

A modest investment in people counting gives great benefits. You will be able to measure:

• Whether your advertising is working
• Your sales conversion rate
• How many staff you need
• How long are your queues
• Your current occupancy
• How long people stand at your displays
• The path people take

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