Measuring the foot-traffic of pop-up stores, of sales booths in an airport duty free area, or of a brand demo point in a larger retail store can be difficult because of the lack of physical boundaries around the location. There is further complexity because the location is not owned by our the BlueFox customer.
The BlueFox sensor is deployed at the center of the space where visitors are to be measured. While electrical power (less than 1 watt) is required, Internet access via ethernet or WiFi is not a requirement because BlueFox offers sensors with embedded cellular modems.
BlueFox Analyze counts the number of visitors in three ranges: inside the inner perimeter; inside the outer perimeter, and beyond the outer perimeter. Stores want to maximize the share of the outer zone visitors that stop and spend time in the store to make a transaction. This is the calculated foot traffic “conversion ratio” between shoppers and the overall location traffic.
BlueFox technology distinguishes between passersby and true shoppers by measuring dwell time. For example, if a shopper spends less than 1 minute striding through the inner zone to catch a flight in an airport, they might be considered a passerby, rather than a true shopper. By excluding passersby who are not true potential customers, BlueFox customers can calculate true sales conversion rates: sales transactions per true shoppers.
A similar approach can be used inside a store to measure digital signage impact and define the conversion potential based on the overall area traffic. Using BlueFox to measure visit counts and dwell times inside the inner perimeter versus outside, it’s easy to measure the stopping power of signage, whether print or digital.
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