Retail Destination
    • FREE Email Newsletters
    • About Us
    • Advertise
    • Contact Us
    • Subscribe
    Twitter
    Retail Destination
    • News
      • Acquisitions
      • Appointments
      • Facilities
      • F&B
      • Footfall
      • Marketing
      • Store opening
      • Store signing
      • Technology
    • Development
      • Construction
      • Investment
      • Leasing
      • Planning
    • Products & Services
    • Sponsored Content
    • Events
      • Sceptre Awards 2024
      • Retail Destination Live 2025
    • Digital Editions Archive
    Twitter
    Retail Destination
    Features

    Make a move

    Iain HoeyBy Iain HoeyAugust 31, 20213 Mins Read
    LinkedIn Facebook Twitter Email
    Share
    Facebook Twitter LinkedIn Email

    Could a shopper analytics platform shape new leasing models?

    CACI, the consumer and location intelligence specialist, and O2 Motion, provider of insights on aggregated and anonymised population movement, have joined forces to create a new, comprehensive ‘intelligent footfall’ solution. Retail Destination spoke to O2 Motion spokesperson  Geoff Wappett and CACI vice president Dan Parr to find out what sets the new solution apart.

    First and foremost, the system tackles the data protection issue: “It works by using anonymised and aggregated data created by the mobile phone network,” explains Wappett. “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 travelling, when they make journeys and which areas they visit.”

    The data insights they system shares never allow identification or mapping of individuals and operate within strict privacy guidelines, Wappett says.

    Like most footfall analytics systems, O2 Motion exists to provide businesses with a better understanding of their customers, breaking down how actual footfall – and core demographics – change at different times of day or on different days of the week. This, he says, is the unique insight which ultimately helps users streamline marketing spend and better plan their retail estate investments and operation.

    Wappett suggests that many existing solutions are falling short in their inability to account for nuances like unique visits or double counting, and are limited in the volumes of data they can provide, which can introduce sample size bias and other inconsistencies. The O2 Motion system, he says, aims to offer scale, accuracy, and consistency, with no profile bias, at any given time.

    “To date, footfall counting technology hasn’t considered unique visits or double counting, this service can tackle both,” explains Parr, pointing out that new data sets such as app data profiling are very useful but fall short of the large volumes of O2 Motion is built to provide.

    Beyond providing insights, the partnership hopes that the new technology will help revolutionise the current leasing models.

    Parr calls the store ‘more than a transaction space’, and believes that rent rates should be based on the unit’s holistic value. He thinks the O2 motion solution could be a driving force behind CACI’s new retail lease model, which he says will be a data driven, objective means of helping landlords and retailers agree new commercial terms.

    The lease model plans to utilise the anonymised, aggregated data from O2 Motion and CACI’s insight to make determining rental levels easier and fairer, creating a value based on the store’s ability to engage with its consumers and unlock spend.

    “The level of accuracy provided by O2 Motion’s insight can give landlords and retailers a better picture than ever of visitor footfall,” says Wappett. “Coupled with CACI’s expertise in demographic and behavioural insights, with the new ‘intelligent footfall’ system they benefit from a fully representative sample.”

    Parr adds: “From our perspective, it’s vital to provide landlords and occupiers with a deeper, more robust view of those people visiting their places and this is exactly what O2 Motion enables.”

    This was first published in Retail Destination Fortnightly. Click here to subscribe.

    Previous ArticleJYSK makes Leeds debut
    Next Article Hamley’s upsizes at Liverpool One
    Iain Hoey

    Read Similar Stories

    Looking ahead to 2023

    January 23, 2023

    Will poor parking ruin the customer journey this Christmas?

    December 8, 2022

    Hybridisation of retail

    September 28, 2022
    Latest News

    Crocs to open at Braintree Village

    May 16, 2025

    Slim Chickens opens at Merry Hill

    May 16, 2025

    Two big brands recommit to Meadowhall… and Oliver Bonas joins the centre

    May 14, 2025
    Sponsored Content

    Why Destination Retail is Charging the Way Forward for the UK’s EV Infrastructure

    May 1, 2025

    Powering retail growth: charging ahead towards net zero

    October 1, 2024

    Twin Benefits

    May 30, 2024
    © 2022 Lewis Business Media. All Rights Reserved.
    Lewis Business Media, Suite A, Arun House, Office Village, River Way, Uckfield, TN22 1SL

    Privacy Policy | Cookie Policy | Terms & Conditions

    • Retail Destination Live
    • Sceptre Awards

    Type above and press Enter to search. Press Esc to cancel.

    We use cookies on our website to give you the most relevant experience by remembering your preferences and repeat visits. By clicking “ACCEPT ALL”, you consent to the use of ALL the cookies. However, you may visit "Cookie Settings" to provide a controlled consent.
    Cookie SettingsREJECT ALLAccept All
    Manage consent

    Privacy Overview

    This website uses cookies to improve your experience while you navigate through the website. Out of these, the cookies that are categorized as necessary are stored on your browser as they are essential for the working of basic functionalities of the website. We also use third-party cookies that help us analyze and understand how you use this website. These cookies will be stored in your browser only with your consent. You also have the option to opt-out of these cookies. But opting out of some of these cookies may affect your browsing experience.
    Necessary
    Always Enabled
    Necessary cookies are absolutely essential for the website to function properly. These cookies ensure basic functionalities and security features of the website, anonymously.
    CookieDurationDescription
    cookielawinfo-checkbox-advertisement1 yearSet by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Advertisement" category .
    cookielawinfo-checkbox-analytics1 yearSet by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Analytics" category .
    cookielawinfo-checkbox-functional1 yearThe cookie is set by GDPR cookie consent to record the user consent for the cookies in the category "Functional".
    cookielawinfo-checkbox-necessary1 yearSet by the GDPR Cookie Consent plugin, this cookie is used to record the user consent for the cookies in the "Necessary" category .
    cookielawinfo-checkbox-others1 yearSet by the GDPR Cookie Consent plugin, this cookie is used to store the user consent for cookies in the category "Others".
    cookielawinfo-checkbox-performance1 yearSet by the GDPR Cookie Consent plugin, this cookie is used to store the user consent for cookies in the category "Performance".
    PHPSESSIDsessionThis cookie is native to PHP applications. The cookie is used to store and identify a users' unique session ID for the purpose of managing user session on the website. The cookie is a session cookies and is deleted when all the browser windows are closed.
    Analytics
    Analytical cookies are used to understand how visitors interact with the website. These cookies help provide information on metrics the number of visitors, bounce rate, traffic source, etc.
    CookieDurationDescription
    _ga2 yearsThe _ga cookie, installed by Google Analytics, calculates visitor, session and campaign data and also keeps track of site usage for the site's analytics report. The cookie stores information anonymously and assigns a randomly generated number to recognize unique visitors.
    _gat_gtag_UA_31822138_191 minuteSet by Google to distinguish users.
    _gid1 dayInstalled by Google Analytics, _gid cookie stores information on how visitors use a website, while also creating an analytics report of the website's performance. Some of the data that are collected include the number of visitors, their source, and the pages they visit anonymously.
    Advertisement
    Advertisement cookies are used to provide visitors with relevant ads and marketing campaigns. These cookies track visitors across websites and collect information to provide customized ads.
    CookieDurationDescription
    OAID1 yearThis cookie is set when an AdsWizz website visitor have opted out the collection of information by AdsWizz service or opted to disable the targeted ads by AdsWizz.
    SAVE & ACCEPT
    Powered by CookieYes Logo