New ShopperTrak tool delivers real-time store-level traffic data

ShopperTrak, a provider of retail intelligence solutions and services, has introduced Flash Traffic, real-time customer traffic data delivered at the store level.

By utilizing Flash Traffic, store managers will have up-to-the minute traffic data to help assess their labor coverage, according to the company. Additionally, when Flash Traffic is combined with the store’s sales data, managers will know their real-time conversion rate, the number of shoppers versus the number of transactions. With Flash Traffic, retailers will use real time information to make quick, informed decisions that will ultimately improve conversion rate and boost overall store performance, the company said.

When an in-store application such as a POS system sends an HTTP request to the store’s ST-600 communications device, XML formatted traffic data is returned within seconds. The application then can display the traffic data alone or combine it with other store metrics and display them together.

Retailers can view Flash Traffic as 15-minute rollups that summarize each entrance and exit that occurred during each 15-minute interval of the day, or as a detailed traffic log that provides a separate, time stamped line item for each entry or exit.

To gather traffic data, retailers employ ShopperTrak’s Orbit 5 intelligence system which utilizes two on-board video sensors with high-speed processing components to unobtrusively track customer movements. The Orbit 5 technology features the ability to distinguish between incoming and outgoing traffic, and to count side-by-side traffic and groups of people. The technology’s on-board video sensors also differentiate between adults and children and will not count shopping carts or strollers.