UK high street to get 'sensored'

A thorough analysis of the UK high street is about to take place with a new project partnership between the Local Data Company (LDC), UCL and Consumer Data Research Centre (CDRC).

Titled the SmartStreetSensor Project, the partnership is the most comprehensive study of footfall patterns across Great Britain to date and will analyse and interpret a live feed of footfall data in over 1000 locations.

Data will provide comprehensive info about footfall patterns

The data is expected to provide the first independent, unique and comprehensive research into footfall patterns and their significance.

The way it works is via 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 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 LDC has 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”.

Find out how our high streets are changing

The reason for the initiative is to gain greater knowledge of high streets and how they are changing and combine this with unique footfall insights. With the use of a technology team the data can be analysed into meaningful insights that occupiers, local authorities, landlords and investors can use to help inform their decision making.

Consumer shopping habits have changed

It is no secret that the UK's 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 LDC's continual drive to challenge the status quo and better understand places, people and companies in order to enable better decisions that are evidence based.

Image: London west-end Wikipedia