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Footfall Counting Systems

Why Count

Monitoring the movement of visitor traffic is a key metric in evaluating the performance of a store or a shopping centre. With increased competition and the current recession decreasing retail sales it is imperative that retailers use footfall intelligence to minimise costs and maximise their sale conversion rates. In the past number of years people counting or footfall measurement has become a strong business tool in analysing customer trends, and as an aid in optimising a store's performance while highlighting its inefficiencies.

Advertising and marketing campaigns can be evaluated for the return on investment. During a marketing campaign the number of customers visiting your store or shopping centre may increase, but this may not be translated into sales, thus highlighting a potential impediment to sales that would otherwise have gone unnoticed. In fact you may be falsely under the illusion your marketing and advertising campaign is not effective when in reality the number of visitors increased.

The deployment of staff can be optimised by analysing the real time and historical visitor count. Understaffing, whereby sales are lost and overstaffing which leads to higher overhead costs can be highlighted, optimised and streamlined thus increasing the store's or shopping centre's cost performance and efficiency.

Customer count to sale conversion ratios can be calculated per store. This KPI (Key Performance Indicator) can be used to compare stores across the whole group thus highlighting areas of improvement with respect to staff training, location, local advertising and as an incentive to local store managers to improve their store's sales position.

It is now being recognised by the major retailers that sales data alone cannot be used to gauge a store's profitability. For example, It may 'mistakenly' seem apparent that when two similar stores are compared, the one with the highest sales is operating at a higher profitability level. However, if the customer count to sale conversion ratios are compared it may highlight underperformance issues whereby in fact the efficiency of the store with the lower sales is far higher than expected. This allows the retailer to optimally allocate resources to decrease cost of sales and to maximise revenue growth.

Our Solution
NewBlueMedia are suppliers and installers of Traffic Central People Counters manufactured and developed by Alpha Vision Design in Dublin. The system consists of Axis IP network cameras loaded with Alpha Vision's people counting software. The system unlike other camera based systems counts using an advanced counting algorithm using light contrast technology.

Key Features
  • 98% accurate
  • All information is stored locally on the camera (365 days)
  • Bi-Directional Counting
  • Traffic Central software installs onto existing computers and cameras connect to existing computer network via CAT5 Cabling
  • Low power consumption
  • All in one counting solution - Other video based footfall systems require a camera, a video channel to stream the data and a PC to interpret the data. AVD's solution is unique in that all the required components fit into one single module. This offers greater efficiencies in accuracy, deployment and cost.

Here are some comments made to AVD regarding their products.
"We performed a 3 month trial on a range of various technologies from the leading footfall manufacturers. In all cases, Traffic Central™ outperformed all in terms of ease of deployment, accuracy and cost” Alan Hudson, Masterclass Security. Client: Douglas Village Shopping Centre, Co. Cork, Ireland.

"Traffic Central™ outperformed competing solutions but most importantly offered accurate footfall figures" Ruth Cody, Director, Mason, Owen & Lyons, commercial property consultants, Dublin, Ireland.

"The install was probably one of the easiest I have ever been involved with, the people counter seamlessly joined the customer’s network and the web interface was very user friendly and simple to configure. I look forward to doing further business with your company in the near future" Ian Muxworthy, ICT Technical Director, UK

NewBlueMedia installed Traffic Central Footfall systems into The Kennedy Centre Belfast and The Oaks Centre Dungannon and they have been providing footfall figures for over two years.

© 2014 NewBlueMedia