How Walk-In Rate Drive Retail Success | Giken Trastem Co., Ltd.

What is the Walk-In Rate (Entry Rate)?

Entry Rate is the ratio of the number of people who enter a store to the total number of people who pass through the store.

This metric provides a clear indication of how well a store is attracting foot traffic from passersby.

A high entry rate indicates that the store's location, merchandising, and displays are effective in attracting people, while a low entry rate may indicate areas for improvement.

How to Calculate the Walk-In Rates (Entry Rate)

Number of People Entering the Store / Number of People Passing the Store

To calculate the Entry Rate, a highly accurate people counting solution is essential for accurate Entry Rate calculations.

You need two key pieces of data:

Store Front Traffic	The total number of people who pass by the store.
Store Traffic	The foot traffic count of people who enter the store.

The formula for the Enter Rate is
Enter Rate = (Number of People Entering the Store / Number of People Passing the Store) × 100

For example, if 1,000 people pass by your store and 200 of them enter, your Entry Rate is 20%

Entry Rate = (200/1,000) × 100 = 20%.

Importance of the Entry Rates

example of entry rate — The rain has dampened customer traffic, but the Entry Rate remains strong.
The store's performance in attracting customers seems to be fine.

Understanding the Entry Rate is important for several reasons:

Evaluate merchandising and displays

Even when overall foot traffic is low, such as due to weather conditions, a high Entry Rate indicates that the store's merchandising and displays are effective in attracting passersby.

This can be a strong indicator of the store's visual appeal and marketing efforts.

Compare store performance

Like the Conversion Rate, the Entry Rate allows retailers to compare the performance of multiple stores.
By evaluating Entry Rates across locations, retailers can identify which stores are performing well and which may need improvement.

Evaluating location performance

A high Entry Rate indicates that the store is well-positioned to attract foot traffic.
It reflects the effectiveness of the store's location in attracting potential customers.

Identify areas for improvement

A low Entry Rate despite high foot traffic may indicate problems with the store's appearance, window displays, or marketing strategies.
Addressing these areas can help improve the store's ability to attract customers.

Strategies for Improving Entry Rates

Using Entry Rate data can help retailers optimize store performance and drive sales. Here are a few strategies to consider:

Optimize storefront and window displays

Use Entry Rate data to evaluate the effectiveness of your in-store and window displays.

Experiment with different designs and layouts to see what draws more people into the store.

Highlight high-demand products and promotions in your window displays to attract more customers.

Enhance exterior marketing

Implement exterior marketing strategies, such as sidewalk signage and digital displays, to capture the attention of passersby.

Use Entry Rate data to evaluate the impact of these efforts and make adjustments as needed.

Improve store layout and interior design

Once customers enter the store, make sure they have a positive shopping experience.

Use Entry Rate data in conjunction with interior traffic analysis to optimize store layout and product placement.

Targeted promotions and events

Run targeted promotions and events to drive traffic at specific times.

Use data to identify peak traffic times and target your marketing efforts accordingly.

Offer incentives such as discounts or giveaways to encourage passersby to enter the store.

Create an inviting entry area that encourages customers to explore further.

Train your staff to effectively engage with potential customers.

Friendly and approachable staff at the entrance can make a significant difference in converting passersby into customers.

The Bottom Line

Understanding and optimizing foot traffic is essential to maximizing retail success.
By accurately measuring this metric with advanced people counting solutions, retailers can gain valuable insight into the effectiveness of their location, merchandising, and marketing efforts.