Footfall is the most basic store metric: how many shoppers came in. Door counters answer exactly that and nothing more. In-store analytics adds where those shoppers went, so traffic can be reported for the store, a zone, a category or a single bay.
Shoppermotion counts traffic per trip, not per person: a family sharing one trolley is one trip. Because every trip is followed through the store, a category manager can see, for example, that 92% of trips pass the main aisle while only 9% reach a back corner. The share of store trips that reach a zone is its penetration rate.
Flagship store footfall and supermarket footfall: what to measure
Footfall means different things depending on the store format. In a flagship store, footfall is mainly a measure of attraction: how many visitors the location draws and how traffic responds to launches, events or window changes. Because many flagship visitors browse rather than buy, footfall there is usually read next to conversion and visit duration. Supermarket footfall works differently. A supermarket visit is usually a shopping trip, so shopper traffic is better counted in trips, often made with a trolley or basket, than in people. What matters is where those trips go after the door: how many reach each aisle, category and bay, and how many buy there. Door counters answer the first question in both formats. In-store analytics answers the second, with store shopper traffic broken down by zone. See how it works in in-store analytics for supermarkets.