CACI and O2 Motion partner to provide insights on in-store footfall

Consumer and location intelligence firm, CACI has partnered with O2 Motion – the division of O2 Business which provides insights on aggregated and anonymised population movement – to offer a footfall intelligence service.

The ‘intelligent footfall’ solution provides consumer movement trends using connection data between devices and mobile network masts, to give an up-to-date picture of how they impact footfall volume.

It can also provide insight into crowd dwell time in specific areas, and help retailers understand how people are travelling through a store, used in conjunction with additional information such as store conversion rate.

Using CACI’s analysis of this data, retailers can better understand their customers, and create a store more tailored to their needs. The data can be used to more effectively merchandise the space, analyse in greater detail the interaction with events and commercialisation activities, and properly attribute footfall.

As we emerge from lockdown, retailers and landlords are under pressure to build back better, whilst also creating safe, effective spaces for their customers. The right data can help them do this, and that’s what O2 Motion is all about. As mobile devices connect to different masts, they create data footprints which we then anonymise, aggregate, and extrapolate to gain a picture of how people are moving around. This insight can prove invaluable for helping businesses understand and respond to changing customer needs – helping them plan spaces that work for everyone.

Geoff Wappett, spokesperson for O2 Motion