Archetypes of Footfall Context: Quantifying Temporal Variations in Retail Footfall in relation to Micro-Location Characteristics
Susie Philp; Les Dolega; Alex Singleton; Mark Green (2022). Applied Spatial Analysis and Policy, 15(1), 161-187. DOI: 10.1007/s12061-021-09396-1
Abstract
The UK retail sector is constantly changing and evolving. The increasing share of online sales and the development of out-of-town retail provision, in conjunction with the 2008–09 economic crisis, have disproportionately impacted high streets and physical retail negatively. Understanding and adapting to these changes is fundamental to the vitality, sustainability and prosperity of businesses, communities and the economy. However, there is a need for better information to support attempts to revitalise UK high streets and retail centres, and advances in sensor technology have made this possible. Footfall provides a commonly used heuristic of retail centre vitality and can be increasingly estimated in automated ways through sensing technology. However, footfall counts are influenced by a range of externalities such as aspects of retail centre function, morphology, connectivity and attractiveness. The key contribution of this paper is to demonstrate how footfall patterns are expressed within the varying context of different retail centre architypes providing both a useful tool for benchmarking and planning; but also making a theoretical contribution to the understanding of retail mobilities. This paper integrates a range of contextual data to develop a classification of footfall sensor locations; producing three representations of sensor micro-locations across Great Britain: chain and comparison retail micro-locations, business and independent micro-locations and value-orientated convenience retail micro-locations. These three groups display distinct daily and weekly footfall magnitudes and distributions, which are attributed to micro-locational differences in their morphology, connectivity and function.
Extended Summary
This research investigates how local characteristics of retail environments influence pedestrian footfall patterns to better understand high street vitality across Great Britain. The study analysed footfall data from 640 sensor locations across 40 towns and cities, combining this with contextual information about retail functions, building morphology, transport connectivity, and local demographics. Using k-means clustering analysis, the research identified 13 key variables that distinguish between different types of retail micro-locations, including proximity to anchor stores, workplace population density, transport accessibility, and the proportion of independent retailers versus chain stores. The analysis revealed three distinct archetypes of retail micro-locations, each exhibiting unique footfall patterns throughout the week. Chain and comparison retail micro-locations, representing 54% of sensors, showed peak activity on Saturdays and during daytime shopping hours, reflecting their recreational shopping function. These locations typically featured low proportions of independent retailers and close proximity to major anchor stores like department stores and supermarkets. Business and independent micro-locations, comprising 40% of sensors and heavily concentrated in London, displayed three daily peaks corresponding to commuting patterns at 8:00, 12:00, and 17:00. These areas had high workplace populations, excellent transport connectivity, and elevated proportions of restaurants and independent retailers, indicating their dual function as employment centres and evening entertainment destinations. Value-orientated convenience retail micro-locations, the smallest cluster at 7%, demonstrated the most consistent but lowest overall footfall levels throughout the week. These residential-focused areas featured higher proportions of discount stores, charity shops, and convenience retailers, with greater distances from premium stores and entertainment venues. The research demonstrates that footfall patterns, widely used as indicators of retail centre vitality, are significantly influenced by micro-locational characteristics related to function, connectivity, and morphology. Understanding these relationships has important implications for urban planning, retail location strategies, and high street revitalisation efforts. The findings suggest that effective town centre management requires holistic approaches that consider the complex interplay between local retail environments and pedestrian behaviour patterns. This work contributes to retail geography theory while providing practical tools for benchmarking retail performance and predicting footfall patterns in areas without sensor coverage.
Key Findings
- Three distinct retail micro-location archetypes were identified: chain and comparison retail, business and independent, and value-orientated convenience locations
- Chain and comparison retail locations peak on Saturdays during daytime hours, reflecting recreational shopping patterns
- Business and independent micro-locations show three daily footfall peaks at 8:00, 12:00, and 17:00, corresponding to commuting patterns
- Value-orientated convenience locations demonstrate the most consistent but lowest footfall levels, serving local residential populations
- Footfall patterns are significantly influenced by proximity to anchor stores, workplace population density, and transport connectivity
Citation
@article{philp2022archetypes,
author = {Susie Philp; Les Dolega; Alex Singleton; Mark Green},
title = {Archetypes of Footfall Context: Quantifying Temporal Variations in Retail Footfall in relation to Micro-Location Characteristics},
journal = {Applied Spatial Analysis and Policy},
year = {2022},
volume = {15(1)},
pages = {161-187},
doi = {10.1007/s12061-021-09396-1}
}