Verifying In-store Footfall Accuracy Using Sales Performance Results

This article shows how mobility data can be used to accurately predict net sales results for consumer- driven businesses like Walmart, the leading US big box retailer.

The Objective

The goal is to extract results from Huq Industries’ Footfall and Dwell-time modules that are highly correlated with the net sales figures published by Walmart in its quarterly trading updates. This output can then be incorporated into downstream models and systems to inform research for analysts and investors.


Step by Step Guide

Step 1: Get Walmart net sales data

Walmart publishes its net sales data within its quarterly trading updates, which can be found on its Investor Relations webpage. Note that for the purposes of this analysis, use is made only of the ‘Walmart US’ net sales segment.

Step 2: Find Walmart store visits

Huq’s event-level mobility data serves as a proxy for consumer demand across Walmart’s US stores. This event-level data is pre-enriched by Huq Industries in a process that extends raw geo-spatial data to include point of interest (POI) attributes such as business name, type and location.

Extracting Walmart visit data is therefore made easy by filtering on the raw place name (place_name), the standardised name (brand_name), or indeed by ignoring the POI attributes and using the WiFi SSID observed by the mobile device (impression_ssid) to match Walmart-specific patterns.

Step 3: Extract Walmart store visits

One way to quantify demand across the Walmart estate using Huq’s enriched geo-spatial data would be to count the number of distinct mobile devices (ie. panelists) present at Walmart each day. This approach can be useful in many analyses but after much experimentation there is a second strategy that produces results that more closely reflects behavioural nuance – and this is related to dwell.

During the same enrichment process that supplies the point-of-interest attributes, an estimate of dwell is also calculated and added to the resource. These properties can be accessed and manipulated via the columns impression_dwell_lower_bounds and impression_dwell_upper_bounds, which represent the upper and lower estimate for visit duration. These are calculated using the cumulative elapsed time calculated by continuous observations of a mobile device in the same place.

For the purposes of this study however, it is beneficial to develop a measurement of dwell that is less strict. The strategy used in this exercise groups observations into visits where they occur within 65 minutes of each other – without requiring them to be continuous per se.

Step 4: Test and training datasets

Walmart provides seventeen quarters of historical results via its investor portal. These are split into two sets; one to use for our training set and the other to test our output against. The training set helps us to select the optimal combination of parameters from the signal candidates described in Step 6. How this is evaluated is explored in Step 7.

The first twelve rows are chosen for training, and the remaining five are retained for testing. Separating them chronologically avoids test information leaking into the training process and causing lookahead bias.

Step 5: Define rough signal form

At this point take the training set from Step 4 then prepare it by eliminating behavioural outliers and concretely defining our measure of ‘dwell’.

i. Preparing the data

It is very common to find elements of noise within a dataset, and Huq’s enriched ‘Events’ feed is no exception. Some characteristics may be derived from interference at the sensor level; some artefacts may be behavioural and completely natural. As our demand metric relates to dwell, it is necessary to eliminate data points that show excessively little or large dwell before applying it. Filtering the data in this way excludes facets such as Walmart employees or other false positives derived from the enrichment process. Our chosen strategy filters the detected dwell value by an upper threshold Du , a lower threshold Dl and also determines whether to filter on a daily or per-visit basis, Db.

ii. Transform dwell into ‘demand signal’

Let’s assume that dwell-time and spending money in- store is a non-linear relationship. Specifically, let’s suggest that there is a ‘normal’ level of dwell Bm and a ‘normal’ propensity for Walmart store visitors to spend, Bbase, both of which are constants.

We can then raise Bbase by the difference between the observed dwell value and the ‘normal’ value, Bm. To keep this value from exploding or vanishing, it is expedient to truncate the difference in the range of Ol to Ou before raising the power.

This can be summarised as follows:

iii. Normalise the data for panel growth

The size of Huq’s mobility panel changes over time as the number of apps supplying data increases, and apps’ own audience sizes fluctuate. As this study results in a time-series output, it is imperative to account for these changes in the normalised result so as to accurately represent the real trend. Similarly, it is also important to account for growth in the number of daily measurements observed per device using Huq’s measurement software in order to maintain a consistent view of ‘dwell’.

It may also help to consider how these characteristics vary geographically. The normalisation strategy employed in this exercise works by dividing the ‘demand signal’ observed across Walmart locations by the equivalent metric for the full US panel on equivalent day. This approach may be further improved by normalising on a localised basis to account for regional variations in data coverage, and by pre-filtering the data to remove individual app or panelist outliers.

iv. Respect seasonality in signal generation

Different week parts – weekdays, weekends and public holidays – have significance for in-store retail behaviour, and it is beneficial to recognise this in signal preparation. Accordingly, the normalised output is grouped using this classification, and is supplied to the model independently.

Step 6: Test and training datasets

The many possible combinations of parameters in Step 5 produce a huge number of candidates for signal representation, numbering 750K+. So, which candidate set offers the closest match to Walmart’s net sales values? A simple regression model (see Step 7) allows us to identify the best candidate set.

Step 7: Regression and validation

On the basis that we can expect longer dwell-times to lead to higher net sales results, a suitable model to use in this instance is non-negative least-squares regression as the inductive bias is well suited to this problem.

How do we know which signal output is best suited to net sales prediction? We’ll look for the result with the smallest mean absolute percentage error (MAPE), and use ‘leave-one-out cross validation’ to make best use of the limited supply of training data available in Walmart’s quarterly net sales figures archive.

The end result

The Pearson correlation between the output of the regression model and Walmart’s actual net sales figures on the (completely unseen) test set is ρ=0.85, with a MAPE of just 3.8%.

Conclusions

Using this parameter selection strategy it emerged that the optimal preparation steps and parameters are:

(i) remove dwell-time outliers, keeping daily device dwell values in the range of 0 to 160,
(ii) construct ‘demand signal’ by subtracting 30 from the daily dwell figure, and bound to the range of -12 to 60, then raise to the power of 1.03
(iii) normalise by counting 2hr-truncated timestamps across the full US dataset, where devices must have visited a non- residential location

Lastly, aggregate results by day and divide the ‘demand signal’ by this value.


Insight reliability is key

Senior Data Scientist, Large US Asset Manager said –

We have tested Huq’s footfall and dwell-time data in our forecasting models and found that it added significant benefits to the accuracy of our signal.”



How Aviva Investors Used Huq's High-Frequency Insights to Invest During Covid-19

The Pandemic has had systemic consequences for places and how people use them. Covid-19 has accelerated change in existing trends. It has also created new ones.

Aviva Investors, the global asset management business of Aviva plc (‘Aviva’) has sought to build these thematic changes into its investment process. The speed of change made decision-making complex. Trends that unfolded over years changed shape in days.

The Challenge

The challenge for Aviva Investors was how to stay informed. Conventional indicators report monthly at best. Other data lacked the detail to be useful. Aviva Investors needed access to high-frequency data with granular capabilities.


The Solution

As one of the largest European real assets investment managers, Aviva Investors looked for data that reflected how much activity is taking place in different parts of the economy. Key metrics centre on how people use places, and how that changes with time. Topics include the measurement of pedestrian footfall levels, store-visits and workplace presence.

Huq Industries offers effective measurement of these KPIs through its macro indicators outputs. This mobility-derived product allows for comparisons by sub-market, or industry, and geographic region. Huq’s mobility data has full timestamp coverage. This enables its macro indicators to be published daily with a 48-hour lag. These attributes make it ideal for measuring fast-paced change in great detail.

Over the last 15 months Huq has supported Aviva Investors in its analysis of UK and European Real Asset spatial trends. Aviva Investors draws on 30+ verified indices from Huq Industries’ Macro Indicators catalogue. Sectors measured are as diverse as waste plants, hotels, data centres and airports. In addition, regional outputs contrast office usage across 16 major cities on 3 continents. Huq’s measurement platform for cities and retail, provides Footfall and Catchment Area data and how that changes with time.


The Results

Aviva Investors used Huq’s macro indicators and insight solutions to track changes in behaviour during the pandemic. The frequent and granular data helps to inform their decision-making. Insights derived from Huq’s mobility solutions form the basis of research and articles written by Aviva Investors’ research team for their investment partners.

Huq’s mobility data allows us to measure footfall, almost in real time, by sub- market and by region.” said Jonathan Bayfield, Head of UK Real Estate Research at Aviva Investors. “The data helps us to make better investment decisions and allows us to appropriately manage risk on behalf of our investor clients”



Transport

Transport

Build transport networks that work

Are you still using 2010 census data to drive your transport models? Are costly, infrequent surveys holding you back? Get up-to-date data now!

Add to wishlistBook demo now

Having granular up to date origin-destination insight is a huge help in transport planning.

- Senior Transport Manager,
City Council

INSTANT MONITORING

What is Transport?

The Transport module is an origin-destination matrix that describes the strength of the relationship between every area of the country.

Why use it?

Origin-destination matrices are used to plan more effective routes between centres, and to manage collateral risk during road and transport closures. It's critical to the smooth running of operations and keeping traffic flowing.

Book a demoView Case Studies

Transport

Module Features

Download Factsheet
  • Incl. year-to-date 2022 data
  • Percentage flow between areas
  • Standard MSOA as area unit
  • Full nationwide coverage
  • Offers 3 built-in journey types
  • Forward and reverse flows
  • Includes journey flow data
  • Income demographic filtering
  • 4+ years' history available
  • Multiple centres supported
  • Export data as CSV file
  • Download live reports as PDF
  • Hardware-free solution
  • Instant monitoring setup
  • Data accuracy validated
  • Training & support included
  • Year-on-year comparisons
  • Used by 50+ UK councils

"How can I detect and assess routes that need change?

Transport Planning Manager, County Council

"How can we divert traffic without impacting on the local network?

Transit Infrastructure Manager, Borough Council

"How do we know whether the interventions we made worked?

Senior Transport Insights Manager, County Council

No hardware. Instant setup. History included out of the box.

Weekly Updates

Monitor performance across the places and centres you manage in near real-time. Use high-frequency insights to plan and react at pace.

4yrs History

Huq provides up to 4yrs of monitoring history for every new location out of the box, making annual comparisons fast and easy.

Instant Setup

Get access to Huq's monitoring platform today! Instant setup. No hardware, cameras or any other infrastructure needed.

UK Coverage

All Huq's place monitoring products are available for any location in the UK and beyond. Any place, any size, anywhere - country wide.

Add to wishlistBook demo now
CUSTOMER SUCCESS

One-to-one customer success support built in

Huq's unique Customer Success offering provides hands-on training and support in reports creation for each and every one of its customers. Learn to interpret, visualise and talk about your data!

  • Hands-on user training
  • Custom report building
  • Expert advice & support
About Customer Success

Granular Catchment

Granular Catchment

Where do most visitors come from?

Discover where visitors to places travel in from. This precision module offers the ability to quantify how many visitors come from each postcode district. Use gRanular Catchment insights to enrich your footfall data!

Add to wishlistBook demo now

This granular insight allow us to quantify how many visitors come which postcodes

- Visitor Insights Manager,
National Park Authority

INSTANT MONITORING

What is Granular Catchment?

Granular Catchment is the first ever product that quantifies number of visitors to specific destinations according to where they travel from.

Why use it?

Use Granular Catchment to understand the impact of accessibility projects - ie. public transport improvements - on local and wider mobility. Explore the impact of events and interventions in terms of town centre appeal. Measure how seasonality affects how tourists visit an area.

Book a demoView Case Studies

Granular Catchment

Module Features

Download Factsheet
  • Export data as CSV
  • Uses postcode district units
  • Footfall insight enrichment
  • Understand seasonal trends
  • Measure accessibility projects
  • Monthly reporting cycle
  • Up to 4+ years' history
  • Quantify tourism volumes
  • Available for any town or centre
  • Download live reports as PDF
  • Hardware free solution
  • Instant monitoring insight
  • Full nationwide coverage
  • Data accuracy validated
  • Training & support included
  • Year-on-year comparisons
  • Used by 50+ UK councils

"Has increased marketing spend attracted visitors from further away this summer?

Economic Development Officer, County Council

"Since our transport improvements have we seen positive in accessibility?

Senior Transport Planner, County Council

"What's our conversion rate for visitors travelling from this location?

Store Planning Manager, National Multiple Retailer

No hardware. Instant setup. History included out of the box.

Weekly Updates

Monitor performance across the places and centres you manage in near real-time. Use high-frequency insights to plan and react at pace.

4yrs History

Huq provides up to 4yrs of monitoring history for every new location out of the box, making annual comparisons fast and easy.

Instant Setup

Get access to Huq's monitoring platform today! Instant setup. No hardware, cameras or any other infrastructure needed.

UK Coverage

All Huq's place monitoring products are available for any location in the UK and beyond. Any place, any size, anywhere - country wide.

Add to wishlistBook demo now
CUSTOMER SUCCESS

One-to-one customer success support built in

Huq's unique Customer Success offering provides hands-on training and support in reports creation for each and every one of its customers. Learn to interpret, visualise and talk about your data!

  • Hands-on user training
  • Custom report building
  • Expert advice & support
About Customer Success

Visit Frequency

Visit Frequency

Great places get people back

Get reliable insights into how often visitors return to the places you manage to determine their utility and attractiveness. Available instantly, UK wide.

Add to wishlistBook demo now

Frequency of visit is a core indicator of success in our centres.

- Economic Development Officer,
County Council

INSTANT MONITORING

What is Visit Frequency?

Visit Frequency is a monthly measure of how frequently unique visitors return to the place, street or centre you manage.

Why use it?

How often visitors return to an area is a key means to measure the attractiveness of places and why people go there. It also offers an important KPI for local spending and economic prosperity.

Book a demoView Case Studies

Visit Frequency

Module Features

Download Factsheet
  • Avg visits per user
  • 30-day reporting cycle
  • Monthly updated data
  • 4+ years' history
  • Any street or centre
  • Granular date filters
  • Income demographic filtering
  • Multiple centres supported
  • Export data as CSV
  • Download live reports as PDF
  • Sortable series order
  • Hardware free solution
  • Instant monitoring
  • Full UK&NI coverage
  • Data accuracy validated
  • Training & support included
  • Year-on-year comparisons
  • Used by 50+ UK councils

"How often do visitors come to spend locally?

Economic Development Officer, Borough Council

"Have the attractiveness of our parks improved?

Nature & Environment Lead, District Council

"Does better accessibility encourage people to visit?

Transport Planning Manager, County Council

No hardware. Instant setup. History included out of the box.

Weekly Updates

Monitor performance across the places and centres you manage in near real-time. Use high-frequency insights to plan and react at pace.

4yrs History

Huq provides up to 4yrs of monitoring history for every new location out of the box, making annual comparisons fast and easy.

Instant Setup

Get access to Huq's monitoring platform today! Instant setup. No hardware, cameras or any other infrastructure needed.

UK Coverage

All Huq's place monitoring products are available for any location in the UK and beyond. Any place, any size, anywhere - country wide.

Add to wishlistBook demo now
CUSTOMER SUCCESS

One-to-one customer success support built in

Huq's unique Customer Success offering provides hands-on training and support in reports creation for each and every one of its customers. Learn to interpret, visualise and talk about your data!

  • Hands-on user training
  • Custom report building
  • Expert advice & support
About Customer Success

Hourly Footfall

Hourly Footfall

When are we busiest?

Find out when the peak times are for your green spaces, town centres, shopping centres and retail parks. Use Hourly Footfall to track performance.

Add to wishlistBook demo now

Knowing when people choose to visit tells us a lot about why they come

- Night Time Economy Manager,
District Council

INSTANT MONITORING

What is Hourly Footfall?

Hourly Footfall is a measure of the number of unique visitors present at an area split out by hour of day and day of week.

Why use it?

Understanding when people visit informs how best to manage and maintain local spaces. Compare weekdays and weekparts to track trends in commuting patterns, leisure activity and the effect of your interventions. Retailers use Hourly Footfall to help optimise their retail estate portfolios.

Book a demoView Case Studies

Hourly Footfall

Module Features

Download Factsheet
  • Daily hourly footfall reports
  • View trend and daily results
  • Get actual and indexed values
  • Make year-on-year comparisons
  • Any place, any size, anywhere
  • Up to 4+ years' data history
  • Benchmarking data available
  • Full nationwide coverage
  • Compare with multiple places
  • Income demographic filters
  • A zero-hardware solution
  • No installation or maintenance
  • Export results data as CSV
  • Download live reports as PDF
  • Fine-grained date filters
  • Data accuracy validated
  • Training & support included
  • Used by 50+ UK councils

"What's the busiest day for footfall locally?

Economic Development Officer, County Council

"What's the optimal time for maintenance?

Parks & Open Spaces Manager, City Council

"When can we expect peak traffic flows?

Transport Planning Manager, District Council

No hardware. Instant setup. History included out of the box.

Frequent Updates

Monitor performance across the places and centres you manage in near real-time. Use high-frequency insights to plan and react at pace.

4yrs History

Huq provides up to 4yrs of monitoring history for every new location out of the box, making annual comparisons fast and easy.

Instant Setup

Get access to Huq's monitoring platform today! Instant setup. No hardware, cameras or any other infrastructure needed.

UK Coverage

All Huq's place monitoring products are available for any location in the UK and beyond. Any place, any size, anywhere - country wide.

Add to wishlistBook demo now
CUSTOMER SUCCESS

One-to-one customer success support built in

Huq's unique Customer Success offering provides hands-on training and support in reports creation for each and every one of its customers. Learn to interpret, visualise and talk about your data!

  • Hands-on user training
  • Custom report building
  • Expert advice & support
About Customer Success

Footfall

Footfall Monitoring

How busy is this area?

Learn how many unique visitors are present in the places you manage, and how that changes with time. Verified methodology. No double counting!

Add to wishlistBook demo now

Footfall monitoring is the single most important insight we use to manage places

- Head of Economic Development,
County Council

INSTANT MONITORING

What is Footfall Monitoring?

Footfall is the number of unique people in an area at a given time. It's the main way that councils, retailers and real-estate assess the performance of places.

Why use it?

Use footfall insight if you're opening a store and you want to know how many customers you could attract. Use footfall to learn where needs support and how interventions succeed. You can also use footfall insight to weigh up real-estate investment candidates and pick the one with the greatest potential.

Book a demoView Case Studies

Footfall Monitoring

Module Features

Download Factsheet
  • Daily footfall report updates
  • View trend and daily results
  • Get actual and indexed values
  • Year-on-year comparisons
  • Any place, any size, anywhere
  • Up to 4+ years' data history
  • Benchmarking data available
  • Full nationwide coverage
  • Compare with multiple places
  • Income demographic filters
  • A zero-hardware solution
  • No installation or maintenance
  • Export results data as CSV
  • Download live reports as PDF
  • Fine-grained date filters
  • Data accuracy validated
  • Training & support included
  • Used by 50+ UK councils

"Is my market day event successful?

Economic Development Officer, District Council

"If we open a new retail outlet here, will it be successful?

Head of Estates Planning, Multiple Retailer

"Is our new parking policy bringing life back to the city?

Head of Transport Planning, Borough Council

No hardware. Instant setup. History included out of the box.

Frequent Updates

Monitor performance across the places and centres you manage in near real-time. Use high-frequency insights to plan and react at pace.

4yrs History

Huq provides up to 4yrs of monitoring history for every new location out of the box, making annual comparisons fast and easy.

Instant Setup

Get access to Huq's monitoring platform today! Instant setup. No hardware, cameras or any other infrastructure needed.

UK Coverage

All Huq's place monitoring products are available for any location in the UK and beyond. Any place, any size, anywhere - country wide.

Add to wishlistBook demo now
CUSTOMER SUCCESS

One-to-one customer success support built in

Huq's unique Customer Success offering provides hands-on training and support in reports creation for each and every one of its customers. Learn to interpret, visualise and talk about your data!

  • Hands-on user training
  • Custom report building
  • Expert advice & support
About Customer Success

Dwell

Dwell-time

How long do people spend here?

High dwell-time is indicative of high place performance. Find out what places mean to people with Dwell-time insights.

Add to my demoBook demo now

Dwell-time provides leading indicators on the performance of the local economy

- Head of Economic Development,
County Council

INSTANT MONITORING

What is Dwell-time Monitoring?

Dwell-time is a measure of the average time that visitors spend within an area per trip. Get the output in minutes, updated everywhere on a daily basis!

Why use it?

Dwell-time is proven to closely reflect the value of visits made by people to places. Longer visit high-streets or stores often translates into greater local spend. And this value isn't only measured economically. Satisfaction and enjoyment of places can also be measured by this robust and verified means.

Book a demoView Case Studies

Dwell-time

Module Features

Download Factsheet
  • Daily dwell-time report updates
  • Outputs provided in minutes
  • View trend and daily results
  • Get actual and indexed values
  • Any place, any size, anywhere
  • Up to 4+ years' data history
  • Fine-grained date filters
  • Benchmarking data available
  • Compare with multiple places
  • Demographic filters included
  • Export results data as CSV
  • Download live reports as PDF
  • A zero-hardware solution
  • No installation or maintenance
  • Full nationwide coverage
  • Data accuracy validated
  • Training & support included
  • Year-on-year comparisons

"Are people staying longer after our park improvements?

Parks & Green Spaces Manager, District Council

"How can we forecast growth in the local economy?

Head of Estates Planning, Multiple Retailer

"Should we change our free parking times?

Head of Transport Planning, Borough Council

No hardware. Instant setup. History included out of the box.

Weekly Updates

Monitor performance across the places and centres you manage in near real-time. Use high-frequency insights to plan and react at pace.

4yrs History

Huq provides up to 4yrs of monitoring history for every new location out of the box, making annual comparisons fast and easy.

Instant Setup

Get access to Huq's monitoring platform today! Instant setup. No hardware, cameras or any other infrastructure needed.

UK Coverage

All Huq's place monitoring products are available for any location in the UK and beyond. Any place, any size, anywhere - country wide.

Add to wishlistBook demo now
CUSTOMER SUCCESS

One-to-one customer success support built in

Huq's unique Customer Success offering provides hands-on training and support in reports creation for each and every one of its customers. Learn to interpret, visualise and talk about your data!

  • Hands-on user training
  • Custom report building
  • Expert advice & support
About Customer Success

Density

Density Monitor

Discover local visitor hotspots

Find the most popular parts of towns, streets and green spaces with visitor density monitoring.

Add to my demoBook demo now

Density monitoring helps us find the most used parts of our towns

- Town Centre Manager,
Borough Council

INSTANT MONITORING

What is Density Monitoring?

Density monitoring is a visualisation of pedestrian flows and hotspots across whole towns, streets and centres. Density maps are updated daily.

Why use it?

Determine the places that attract most visitors to the areas you manage. Find the most valuable retail opportunities for within a centre or street. Learn how best to manage and maintain parks and spaces based on usage.

Book a demoView Case Studies

Density Monitor

Module Features

Download Factsheet
  • Daily density heatmap outputs
  • Hotspot granularity to 10m
  • Density score value provided
  • Measurement of the full area
  • Any place, any size, anywhere
  • Up to 4+ years' data history
  • Fine-grained date filters
  • Compare with multiple places
  • Download live reports as PDF
  • A zero-hardware solution
  • No installation or maintenance
  • Full nationwide coverage
  • Data accuracy validated
  • Training & support included
  • Year-on-year comparisons

"Have our changes brought people to new areas?

Town Centre Manager, Local District Council

"Where do different income groups spend time in our town?

Parks & Green Spaces Manager, County Councity

"Shall we open a store at this end of the road?

Estate Planning Manager, Multiple Retailer

No hardware. Instant setup. History included out of the box.

Weekly Updates

Monitor performance across the places and centres you manage in near real-time. Use high-frequency insights to plan and react at pace.

4yrs History

Huq provides up to 4yrs of monitoring history for every new location out of the box, making annual comparisons fast and easy.

Instant Setup

Get access to Huq's monitoring platform today! Instant setup. No hardware, cameras or any other infrastructure needed.

UK Coverage

All Huq's place monitoring products are available for any location in the UK and beyond. Any place, any size, anywhere - country wide.

Add to wishlistBook demo now
CUSTOMER SUCCESS

One-to-one customer success support built in

Huq's unique Customer Success offering provides hands-on training and support in reports creation for each and every one of its customers. Learn to interpret, visualise and talk about your data!

  • Hands-on user training
  • Custom report building
  • Expert advice & support
About Customer Success

Catchment

Catchment Areas

Get detailed catchment insights

Explore the catchment areas for your towns and centres across local, out-of-town and tourist visitor groups. Monitor how that changes with time!

Add to my demoBook demo now

Catchment area analysis is the single most important way we characterise visitors to our town centres

- Senior Town Centre Manager, District Council

INSTANT MONITORING

What is Catchment Areas?

Catchment areas, or models, are the standard way to represent the dominant locations that visitors to a town, place or centre travel from.

Why use it?

Use Catchment Areas to estimiate the total addressable market for local shops or services based on the population of the catchment zone, and determine whether a site is a suitable location for investment. Catchment areas also link visitors to demographic data sources. This provides the means to characterise visitor populations and observe how they change with time.

Book a demoView Case Studies

Catchment Areas

Module Features

Download Factsheet
  • Monthly catchment area reports
  • Map-based insight visualisation
  • Includes non-residents only
  • Up to 4+ years' data history
  • Any place, any size, anywhere
  • Fine-grained date filters
  • Overlay with multiple places
  • Benchmark against wider trends
  • Export results data as CSV
  • Download live reports as PDF
  • A zero-hardware solution
  • No installation or maintenance
  • Full nationwide coverage
  • Data accuracy validated
  • Training & support included
  • Year-on-year comparisons

"Which other towns do we compete with?

Town Centre Manager, Local District Council

"How many potential customers are there in this area?

EMEA Portfolio Manager, Global REIT

"How does our catchment change seasonally?

Economic Development Officer, Borough Council

No hardware. Instant setup. History included out of the box.

Weekly Updates

Monitor performance across the places and centres you manage in near real-time. Use high-frequency insights to plan and react at pace.

4yrs History

Huq provides up to 4yrs of monitoring history for every new location out of the box, making annual comparisons fast and easy.

Instant Setup

Get access to Huq's monitoring platform today! Instant setup. No hardware, cameras or any other infrastructure needed.

UK Coverage

All Huq's place monitoring products are available for any location in the UK and beyond. Any place, any size, anywhere - country wide.

Add to wishlistBook demo now
CUSTOMER SUCCESS

One-to-one customer success support built in

Huq's unique Customer Success offering provides hands-on training and support in reports creation for each and every one of its customers. Learn to interpret, visualise and talk about your data!

  • Hands-on user training
  • Custom report building
  • Expert advice & support
About Customer Success