At a time when every square meter matters and customer experience has become the key to performance, Footfall Data (i.e. pedestrian data) is emerging as a decisive tool for managing retail spaces - yet it remains widely misunderstood. Let’s break down the main use cases!

What Is Footfall Data?

Footfall Data - in French, pedestrian traffic data - refers to all information related to the number of passersby or visitors within a defined area. Several counting techniques exist, and the use cases are numerous.

Use Case 1: The Catchment Area

Mobile Footfall Data can be used like a field survey to identify where visitors come from. This comparison is particularly interesting because it also allows us to highlight a common misconception: NO, it does not necessarily represent your actual catchment area.

Indeed, mobile data used to measure pedestrian traffic may rely on the sale of geolocation data from a panel of mobile applications. However, if these applications are not consistent with the gender, age, or profile of your visitors, the results may be biased. Moreover, only younger, urban “digital native” generations tend to have their mobile apps permanently active.

Nevertheless, this technique is very useful because, just like loyalty cards, it provides insight into the stores your customers visit and the origin of part of your audience.

Use Case 2: Counting

Another key use case is pedestrian counting. Here, sensor-based technologies (Wi-Fi, infrared, or video) should be used to ensure accurate results. What is counted are “passages” rather than “visitors,” since GDPR regulations prohibit facial identification (AI Act).

This is the most well-known solution - but also the most expensive - as it requires installing cameras at all entrances and exits of your site.

Use Case 3: Flow Analysis for Urban Planning

A use case often overlooked by providers, but one we strongly recommend, is flow analysis. Beyond event impact studies (which are essentially counts over a specific time frame), analyzing daily flows and their evolution over the years clearly reveals urban dynamics.

What are the impacts of construction works? Of a new tramway? Of the city’s new cycling or parking policies? These are fascinating applications that we recommend to any organization studying a territory - budget permitting!

Use Case 4: Location Planning

On this topic, we are more cautious. How can one assess the impact of a new location? How can an emotional decision be based on data? Even we, at Yourban, don’t take that risk: it’s impossible to predict success or failure or to create a perfect match between a brand and a place. There is always an intangible factor (for example, a pole in front of a storefront can be prohibitive even if all the data looks positive).

In our view, the best way to know whether a location can work is to:

• Check that your customer profile is well represented in the area, starting with local residents through catchment area analysis solutions.
• Verify that your competitors are performing well and that the market is growing.
• Visit the site yourself during your “peak” hours to make sure the expected flow is there.

Sometimes, a flow is not commercial but simply... a flow of people not looking to buy, for one reason or another. In short, like all data, Footfall Data has its limits.

How to Choose the Right Footfall Data Provider in France?

Given the multitude of providers offering Footfall Data solutions in France, it’s essential to take the time to choose the one that best meets your needs. Here are some criteria to consider:

Data accuracy: Make sure the provider uses reliable and precise automatic counting technology. Ask for sample reports and check data quality.
Data privacy: The provider must comply with GDPR and ensure the protection of visitors’ personal data. Learn about their security measures and privacy policies.
Customer service quality: The provider must be responsive and available to answer your questions and support you in data interpretation. Check the availability of their technical support.
Price: Compare the prices of different providers and make sure you understand what’s included in the offer. Don’t hesitate to request a personalized quote.
Compatibility with your existing systems: Make sure the provider’s solution integrates easily with your CRM (Customer Relationship Management) or ERP (Enterprise Resource Planning) systems.

Yourban.ai, work with a network of trusted partners. Don’t hesitate to contact us to meet them!

Footfall Data is a powerful tool for improving your retail performance in France. By understanding your customer flows, identifying peak hours, and analyzing trends through automatic counting, you can make informed decisions and optimize your operations. Take the time to choose the right Footfall Data provider to support you in this process and turn your data into a competitive advantage.

Don’t wait any longer to harness the potential of Footfall Data and boost your business !