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Opening a new store is one of the biggest investments a retail brand can make. The cost of real estate, staffing, and inventory means there is no room for guesswork. That’s why leading brands in Spain, the USA, and beyond are now using foot traffic analytics to choose the best possible store locations—based on real consumer movement, not assumptions.
In this article, we’ll explore what foot traffic analytics is, how it works, and how platforms like Adcities help brands open in the right place at the right time.
What Is Foot Traffic Analytics?
Foot traffic analytics refers to the collection and analysis of data on how many people pass by or enter a specific location. This includes insights into pedestrian movement, peak hours, dwell time, demographics, and even route patterns.
Data is typically gathered through mobile signals, smart cameras, GPS pings, and integrations with OOH (out-of-home) ad platforms. Unlike traditional research, this method is real-time, scalable, and hyperlocal.
For growing retail chains or D2C brands entering new markets, this data answers one critical question:
Will this location drive the footfall we need to be profitable?
Why Foot Traffic Matters in Store Expansion Strategy
1. Data Removes the Guesswork
Choosing between two neighborhoods like Malasaña and Salamanca in Madrid? Or between Soho and Midtown in New York? Traditional methods may rely on rent prices or vague demographic data. Foot traffic analytics shows you exactly where your potential customers are—and when they’re there.
2. Justifies Real Estate Investment
Retail leases in high-footfall areas are expensive. But with actual data, you can prove that a high-rent area will likely deliver high ROI. You can also spot hidden gems—areas with high visibility but lower rental costs.
3. Supports Boardroom Buy-In
With mobility heatmaps and conversion zones, you can present visual data to internal stakeholders or investors. This reduces friction in approval cycles and speeds up go-to-market decisions.
Metrics That Matter in Foot Traffic Analysis
Platforms like Adcities track and visualize several key metrics that guide location-based decisions:
- Hourly Footfall: How many people pass by at different times of day?
- Dwell Time: How long do they stay in the area?
- Repeat Visits: Are people returning often, or just passing through?
- Demographics: Gender, age group, and behavioral segments
- Mobility Heatmaps: Visual zones showing high-traffic areas
- Cross-Street Comparison: How does traffic differ across corners or sides of the street?
Use Case: Opening a New Store in Madrid or Miami
Let’s say a fashion retailer is choosing between two high-street locations in Madrid. Both offer decent visibility and rent. With foot traffic analytics from Adcities:
- Location A shows steady morning and lunch-time traffic, peaking at 2 PM
- Location B has weekend spikes but low weekday movement
- Location A's audience skews toward your target 25–45 age group
Decision: Location A wins, and your brand avoids launching in a weekend-only zone.
In Miami, a D2C beauty brand wants to test its first store. Adcities data shows that Wynwood has higher footfall than Brickell on weekends but lower dwell time. If the brand wants weekday office workers, Brickell is the better bet.
How Adcities Enables Smarter Expansion Decisions
Adcities is a real-time OOH analytics and foot traffic platform trusted by growing retail and D2C brands. Here’s how it supports store location strategy:
Mobility Heatmaps
Get a live map view of where your audience moves across the city—by time of day, neighborhood, or event.
Location Scoring Engine
Receive a score for each potential store location based on historical footfall, demographic fit, and surrounding brand density.
Competitive Benchmarking
See footfall trends near competitor stores. Understand where they win, and where you can outperform them.
Real-Time Custom Reports
Export dashboards or request tailored reports that combine your business criteria with Adcities data.
Advanced Strategies: Integrating OOH and Digital
Adcities not only helps brands choose store locations but also enhances OOH campaign strategy. By pairing location analytics with media buying:
- You can run localized ads where foot traffic is highest
- Retarget users online who passed near your store
- Measure OOH exposure vs store visit lift
This creates a loop of visibility + engagement that boosts store awareness and sales.
What Makes Foot Traffic Analytics a Must-Have in 2024?
- Privacy-safe and non-invasive tracking via aggregated signals
- Available in both Spain and the US, covering urban and suburban zones
- Works for both new market entries and existing store optimizations
As retail real estate becomes more competitive, brands that rely on data will outmaneuver those that rely on gut instinct.
Ready to See It in Action?
If you're evaluating new store locations or need to optimize your retail footprint, there's no reason to guess anymore.
Adcities offers actionable foot traffic insights designed for modern retail growth. Book a custom demo and see the exact footfall for your potential next location—before signing a lease.
