Door counters, sometimes also known as pedestrian counters or retail traffic counters, are usually electronic devices installed in public areas intended to count and record foot traffic. These counters are used to display a product number, store identification number, and the name of the store or business. The purpose of these devices is to increase customer sales by drawing foot traffic into the store. According to the American Retail Security Association (ARDA), a person enters a store with the intention of buying a product and only a few percent of that person is actually prepared to make the purchase.
A person's intention may be to find a friend or family member, or to make a purchase. According to idtelectronics, a footfall counter helps identify that intent by increasing the store's exposure to potential customers. By identifying who walks through the door, the retail shop can tailor its advertisement and marketing efforts to increase its chances of making a sale. A retail or people counter can also measure how effective advertising has been to draw new customers to the store.
How do door counters work?
According to research by leading retail research firms, a person who enters a store intending a purchase is stopped at a "traffic stand" where items are displayed. The individual then passes between displays of a product and, if it is a sale, a transaction will take place and the customer will be issued a discount or coupon. Studies have shown that people often make impulse purchases when given a chance and these purchases are usually not reflected in store statistics because people do not know they are being offered discounts or coupons.
Door counters provide an opportunity for increased sales revenue by attracting people looking to make a purchase. An increase in foot traffic at the door counter also means more opportunities to interact with a salesperson and build a relationship that may lead to a purchase in the future. Statistics have shown that people tend to make buying decisions based on first impressions and often make the mistake of purchasing items they did not intend to buy because of a "first impression." Door counters give the impression of a salesperson and therefore invite people to stop and take notice.
In addition to increasing foot traffic, studies have shown that a door counter can improve customer service as people count, enter their product information and pay using a payment kiosk. With the availability of wifi sensors in today's stores, a customer can count from one customer service station while walking from their vehicle into the store and using their smartphone to order another item. This empowers customers by removing the hassle of actually having to wait on a till and reduces the lost opportunity for customer loyalty. Increasing foot traffic at a store and increasing service mean more sales and improved customer relations.
Today's consumer expects everything to be quicker and easier and many are turning to wireless technology to make this happen. These devices have come a long way from the ubiquitous lighted push buttons of the past to sleek designs that are not only stylish but also sensitive to changes in temperature, proximity or other conditions within the store location. The introduction of a door counter sensor has been accompanied by an increase in productivity, increased foot traffic and an increase in customer loyalty. This is all because a person entered their store, selected what they wanted and immediately went to pay and leave. In today's retail environment where people are constantly moving and meeting multiple demands they expect not only quicker service but more options, more assistance and quicker options when they need it, retailers can meet these expectations and provide for their customers by investing in wireless solutions for their store fixtures.