Footfall went up. Walk-ins went down
A paradox found over a holiday, and a plan for the next one.
From problem to result
- Problem
- The team had not seen the pattern where holiday crowds push the capture rate down, nor the gap between the core target and the age band actually walking in
- Applied and measured
- The assumption was that holiday crowds would lift sales. Measuring footfall outside the store separately from actual walk-ins with saai insight produced the opposite picture. Passers-by more than doubled while the capture rate fell below its normal level, and the age band that did come in was not the one the brand was aiming at.
- Measured result
- The weak capture windows and the target gap became the basis for the next holiday plan: entrance display, in-store promotion and targeted advertising
saai insight
About 2.2x a normal period
Footfall during the holiday
Fell below the normal average
Capture rate during the holiday
Capture was higher in an older band than the core target
Core target against the age band walking in
Evidence and scope
Adoption stage
- Pilot
- Deployed
- Scaled
How this was verified
Footfall and walk-ins outside the stores were compared between the holiday period and normal periods for the same time bands. The brand name and store names are not disclosed.
A multi-store case at a sports casual brand. Store names and absolute figures are banded and reconstructed to protect the client; the rates of change are as measured. The work reached analysis and an action plan; re-measurement after execution is not yet reflected here.