Many shopping destinations remain reliant on “footfall” as a measure of their success. Footfall is often used to measure any activity they undertake or perhaps to support rental valuations. While footfall as a metric is interesting, with the emergence of big data for almost all other mall activities, it is rather surprising that this headline number is as valid now as it perhaps was back in the 1960s.
How many people came to a shopping destination can be influenced by a number of factors, for example neighbouring attractions, transport hubs or complimentary parking and when this is combined with footfall counter clicking every person passing under its gaze, including retail and management staff, children, deliveries and so on, the overall total becomes distorted.
What is far more important, is how long a visitor stays. Would a shopping Mall be better served with 100k visitors staying 60 minutes or 120k staying 30 minutes? Unfortunately the limitations of just the count are becoming more onerous.
What is the solution?
The growth of mobile devices has been explosive. According to Wireless Intelligence in 2013, there are 6.9 billion phones worldwide and when we consider how many shoppers have a mobile phone, we can safely say that destinations like malls, achieve 99% penetration.
Utilising the RF signature emanating from every mobile device, ZoneAware “sees” the mobile device as a representation for a consumer. For the first time, mall owners and operators have insight into shopping behavior never available before. ZoneAware is not limited to simply provide the headline count figure, but combines this metric with a number of other indicators, culminating in periodic automatic reporting.
In the same way a Mall would measure its success in other elements of its business, ZoneAware provides data and analytics to help Mall succeed in areas such as operational optimization, rental valuations and the success of marketing.
Influencing consumer behaviour is vital to increase sales and for the vitality of the Mall. Increasing the opportunity for a transaction at a particular location to a particular customer is changing the way retailers do business.
ZoneAware is able to see a cellular device as a ‘unique’ and consequentially can trigger a location alert to any nominated mobile device manager. When a device enters a particular location, ZoneAware provides the application server with the exact time and location, permitting the app to provide the most relevant offer right when it’s needed.