What is meant by "footfall measurement"?
Footfall measurement describes the precise measurement of visitor frequency at the POS. The aim is to find out how many people have actually entered a shop. Different technical methods are used, depending on the objective and location conditions.
And how exactly does this work at MEDIA CENTRAL?
We work with so-called WiFi fingerprints. Smartphones usually send out signals when they are in the vicinity of a WiFi network. The signal strength can be used to determine how many devices - and therefore potentially people - have moved in or around a branch. This method provides a reliable approximation, even if not every device is recorded, for example due to deactivated functions. Our partners process this data completely anonymised and no personal information is processed at any time.
Why is this relevant for retailers?
Footfall measurement makes the impact of advertising measurable. Its benefits are particularly evident in the case of products that require intensive counselling and long purchase decision processes - such as in furniture retail: Not every visit leads to a purchase, but every visit can reflect the success of a campaign. An increasing number of visitors may signal that it makes sense to invest more budget. If the desired effect does not materialise, the measurement provides the basis for making targeted adjustments to the campaign.
What requirements must be met?
The basis is a so-called zero measurement, i.e. a comparative value before the start of the campaign. Ideally, a period of two weeks should be set for this. This makes it possible to reliably determine whether the number of visitors has increased during the campaign period. The analysis is always carried out on a store-by-store basis.
Conclusion: measure impact, manage success
Footfall measurement is an effective tool for making marketing measures in bricks-and-mortar retail measurable. It provides transparent insights into actual visitor behaviour - regardless of whether a purchase has been made. This makes it an important building block for data-based media planning and campaign evaluation.