Not just another data feed…
The SmartStreetSensor Project is the most comprehensive study of High Street footfall patterns across Great Britain to date. A partnership between LDC and University College London (UCL), this ground-breaking project will allow us to understand how our high streets are used, how they are changing and what actually impacts footfall patterns. The findings will then be shared with each participant.
We are installing over 1000 footfall sensors in 81 towns and cities across Great Britain (chosen to give strong geographical coverage and variety in terms of size and location type), which will track WiFi enabled devices passing each location every second of every day of every year. Each device is manually calibrated by our field researchers to ensure accuracy.
We want to leverage our detailed knowledge of High Streets and how they are changing, and then combine this with footfall traffic patterns. By doing this, it will provide the most accurate picture of the relationship between places and people and what determines their success. This is the holy grail for retailers and landlords alike.
“Pizza Hut sees great potential in having a more detailed understanding of pedestrian flows outside its restaurants. We aim to use the data to help us better profile our re-images and then to track the improvements in customer capture rate once we have refurbished. We then see the benefit of this greater understanding helping us with our future acquisition programme.”
– Raefe Watkin-Rees, Property Director
We spoke with Ben to find out why Dixons Carphone decided to join the SmartStreetSensor Project, what they believe the benefits will be and why they would encourage other retail occupiers to do the same.
Discover how Poundworld were able to understand their footfall to sales conversion rates and optimise their store operations and performance with LDC’s SmartStreetSensors.
We spoke with Rob to find out why Tortilla decided to join the SmartStreetSensor Project, what they believe the benefits will be and why they would encourage other leisure occupiers to do the same.
The SmartStreetSensor Project is the most comprehensive study of footfall patterns across Great Britain to date.
LDC have partnered with UCL and the Consumer Data Research Centre (CDRC) to provide a platform, for the analysis and interpretation of a live feed of footfall data in over 1000 locations. This specific project is focussed on High Streets and not Shopping Centres and Retail Parks, however, this will follow in time.
This project will leverage the brains and experience of the country’s leading academics in this field and therefore will provide the first independent, unique and comprehensive research into footfall patterns and their significance.
The SmartStreetSensor Project will see the roll-out of over 1000 footfall sensors in 81 towns and cities across Great Britain. UCL identified these locations to offer a wide geographical spread, different demographics and a range of town centre profiles.
LDC has spent 18 (painstaking!) months creating its own footfall technology, which was developed in Hammersmith and built in Salisbury. The sensor tracks WiFi enabled devices passing a location as a proxy for people. The sensors have been extensively tested and the data is already being used by several retailers.
In addition, utilising our field research army, we have developed a unique calibration methodology to ensure ongoing accuracy of data – as the number of people using WiFi enabled devices varies across Great Britain. The calibration process also ensures that the sensors only feed data back from the immediate area in front of a shop, which is what we call the “Pavement Opportunity”.
The data is then sent anonymously, analysed and stored in LDC’s data warehouse and presented via LocalDataOnline (LDO) which is LDC’s online dashboard.
The SmartStreetSensor’s will not be tracking individuals – we will only use the data to count the number of people passing a location. We will not store MAC Addresses to track individuals. The project adheres to the guidelines of the Information Commissioner’s Office.
We want to leverage our detailed knowledge of High Streets and how they are changing and combine this with unique footfall insights. We also have a technology team who is able to transpose and analyse the data into meaningful insights that occupiers, local authorities, landlords and investors can use to help inform their decision making.
It is no secret that our High Streets are changing and the way consumers choose to shop has witnessed a drastic revolution in recent years. LDC data shows that in 2015 multiple retail and leisure occupiers closed a total of 1,043 High Street stores. In contrast, 593 independent retailers opened in High Street locations. What does this mean? Is footfall really in decline or is it simply that the customer journey has changed? How is ‘pitch’ evolving across these towns and cities? Do high street coffee shop brands really increase footfall? How do vacant units impact footfall? Which high street types are suffering the most, or the least?
This project is part of our continual drive to challenge the status quo and better understand places, people and companies in order to enable better decisions that are evidence based and not ‘gut-feel’ to start to happen.
Should your locations qualify for the SmartStreetSensor Project and you become a partner of the programme, we will arrange an implementation plan where we can install the SmartStreetSensors across your estate in the pre-agreed locations.
Following the successful installation, you will then have access to the Footfall Dashboard. From here you will be able to see the numbers of passers-by at each of your sensor locations and compare these to the historical numbers. The dashboards allow you to view individual locations and see how footfall patterns change throughout the day, week, month and year.
You will also receive a significant cost reduction on the sensor, data hosting and analysis for these sensors from £400 +VAT per annum + £100 +VAT installation fee to £60 +VAT per annum and no installation fee (this annual fee covers our data and infrastructure costs).
In return we require a three-year commitment to the project (it is part of a three-year PhD programme), use of the granular data by academics in a secure environment; and that the data when anonymised can be aggregated into further trend analysis within LDC’s insights.
Free access to LDO
£400 per sensor
£100 installation fee, per sensor
LDO License fee
All prices exclude VAT @ 20%