How does mall footfall differ from store footfall?
Mall footfall counts visitors to a whole shopping destination, while store footfall counts visitors to an individual shop, and the two behave differently in the same trading period. In December, shopping centres recorded the largest monthly rise in footfall at 11.1%, ahead of retail parks at 5.9% and high streets at 3.7%, showing that footfall moves at the level of the destination type 1. On a headline basis, January footfall fell year-on-year across high street, shopping centre and retail park locations alike 2.
What mall footfall is used for
Mall operators use footfall tracking tools to improve the layout of their malls, and AI-based versions of these tools are expected to grow in importance 3. Footfall analysis at this level also reveals visitor flow patterns, such as rising weekday and morning traffic alongside slight declines at weekends and in the evening 4.
What store footfall is used for
Store footfall is shaped by the individual store. WH Smith reports higher seasonal footfall in its stores ahead of Christmas and Back to School trading periods 5. Differences in performance between stores may stem from the consumers who shop at them, store size and layout, and store manager capabilities 6. Retailers also use data to guide store footprint, format, function and location, with Macy's and Abercrombie & Fitch reducing mall stores in favour of smaller-footprint formats 1.
A shared caveat
High footfall does not automatically translate into high sales at either level 7. Comparability is also limited, because footfall data providers use varied methodologies 8.