What if one of the most valuable indicators of a retail property's performance isn't found in a lease, but in a location ping from a shopper’s phone?
In retail real estate, foot traffic is like a pulse check. It tells you whether a shopping center is alive and thriving or if it’s starting to lose momentum. Sure, rent rolls and occupancy rates matter, but if no one’s walking through the doors, the real value may be slipping away.
For beginner investors, understanding foot traffic is more important than you might think. The numbers can reveal how a center is performing, which tenants are thriving, and where opportunities or problems may be hiding.
Today’s foot traffic tracking goes far beyond a mall employee with a clicker at the entrance. Thanks to mobile technology and AI, we can now observe real-world consumer behavior with the same level of precision that was once reserved for e-commerce platforms.
So how does this data come to life? It starts with something most shoppers already have in their pocket: a smartphone.
Each phone acts like a digital flashlight, sending out location signals through GPS, Wi-Fi, or Bluetooth. When someone walks into a shopping center, their device pings off these signals, leaving a trail of movement behind. That information, gathered through apps that users have consented to share location data with, is collected by companies like Placer.ai and Near, then anonymized and aggregated.
These platforms create geofences, or digital perimeters around shopping centers. When a device enters or exits that area, it's counted as a visit. If someone shops for 30 minutes, stops for lunch, and then heads home, that journey becomes a data point. Multiply that by thousands of visits, and you get a detailed, real-time view of consumer behavior at your property.
But visitor counts are just the beginning.
Modern foot traffic data extends far beyond the number of people who show up. It tells you who is visiting, how often, how long they stay, and even what kind of consumer they might be.
Think of it like looking at footprints in the sand and being able to estimate who made them, not with perfect accuracy, but with enough detail to understand the patterns.
These platforms use AI and third-party data to estimate:
It’s not just numbers, it’s behavior. Are people popping in for quick errands or spending time browsing and dining? Are they residents or regional visitors? These insights offer property teams and investors a glimpse into how the center impacts the lives of real people.
Curious how this data actually impacts leasing, marketing, or acquisitions?
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Once you understand what foot traffic data reveals, the next step is using it to make better decisions. And here’s where it gets interesting. Different teams apply the same data in very different ways.
For leasing teams, foot traffic data helps tell a compelling story to potential tenants. It shows not just that people are visiting, but who they are, when they come, and what they’re doing.
For example, if a center attracts a high volume of lunchtime visits from professionals, leasing can prioritize fast-casual dining or health-focused retailers. If evening and weekend traffic skews younger, brands targeting Gen Z might be a better fit.
For owners and asset managers, foot traffic serves as a key performance indicator. It helps answer questions like:
A drop in visits might signal tenant fatigue or market shifts. A consistent rise could reflect successful repositioning or smart leasing. Either way, the data keeps ownership informed and responsive.
Marketing teams utilize foot traffic to plan more effective campaigns and track their results. By knowing when and where people are most active, they can align events and promotions to match actual behavior.
Did a holiday event increase visits by 20 percent compared to last year? Did a seasonal promotion boost dwell time? Foot traffic makes those outcomes measurable and repeatable.
Developers and planners use foot traffic to inform decisions on everything from the placement of entrances to the activation of public spaces.
If one section of a center consistently underperforms, it may need to be re-anchored or redesigned. If another area is buzzing, it may be ripe for expansion or rent growth.
Instead of designing based on guesswork or tradition, teams can build around how people already move and interact with the property.
What makes foot traffic so valuable is that it impacts every level of retail real estate, from day-to-day operations to long-term investment plans.
For on-the-ground teams (property managers, leasing reps, event planners), foot traffic provides the insight needed to respond quickly and effectively.
They can adjust staffing, shift event timing, and reprogram underused areas, all based on real visitor behavior. It's like having a live dashboard for how the property is being used, moment by moment.
At the ownership level, foot traffic informs broader strategic decisions.
It supports acquisitions, rent increases, capital improvements, and tenant evaluations. Consistent high-frequency visits from desirable demographics signal long-term value. Foot traffic also supports hold-sell decisions. If visits are trending downward and nearby competition is pulling share, it may be time to reposition or move on.
Foot traffic volume gives you a sense of how busy a center is, but who’s visiting and how they behave provides far more actionable insight for leasing, marketing, and investment decisions.
While exact behavior varies by location, region, and tenant mix, here are some consistently observed trends from national studies and retail data providers:
Rather than generalizing individual behavior, foot traffic data identifies macro-patterns over time. These trends can guide everything from which tenants to target, to when to schedule events, to how to design common areas.
Used thoughtfully, this kind of insight turns demographic data into a strategic advantage.
Whether you’re considering your first shopping center investment or looking to sharpen your strategy, foot traffic data gives you visibility where it counts most—in the daily habits of real people.
It helps you:
Foot traffic data connects the dots between the real estate and the people who bring it to life.
Foot traffic data goes beyond spreadsheets, revealing how people use your property—when they visit, how long they stay, and their experiences. This understanding allows for more confident investment decisions and the creation of engaging, valuable spaces.
At the end of the day, shopping centers are built for people. And when you understand their patterns, preferences, and presence, you’re not just tracking movement—you’re uncovering momentum.