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Share of Footfall — Tesela

Share of Footfall

The metric that defines your competitive position at the point of sale

Share of Footfall measures what percentage of total visits to the selected set of stores, within a defined time period, goes to your location. It’s not just how many people walk in — it’s how much of the real, available market chooses you, at the moment that matters.

What does it actually measure?
In retail intelligence, knowing your store’s visit volume isn’t enough. What matters is your share of competitive footfall over a specific period: what fraction of the traffic available in the area — among the stores competing for the same shopper, during the same time window — flows toward you.

This metric puts your performance in context. A rise in visits can be meaningless if the market is growing faster. A drop can be harmless if it affects competitors equally. And comparing periods — week over week, month over month, campaign vs. non-campaign — is where Share of Footfall delivers its greatest analytical value.
The formula
Share of Footfall (%) =
calculated for a defined time period
Your store’s visits in the area · period T
Total visits · selected stores · period T
× 100
⚙ Flexible denominator and time window: total footfall is calculated across the stores you define for the analysis — your own chain, direct competitors, or any relevant combination — always within the same time period (day, week, month, quarter, or campaign window). Both the scope and the time window determine the result.
Analysis example — 3 selected stores · period: January 2025
Store A
8,000
visits · Jan 2025
Store B
5,000
visits · Jan 2025
Store C
7,000
visits · Jan 2025
Total footfall in scope · January 2025 (denominator)
20,000 visits
Store-level breakdown
Store A
8,000 recorded visits
8,000
20,000
40%

Local market leader. 4 out of every 10 visits in the analysis choose this store — a dominant position in the area.

Store B
5,000 recorded visits
5,000
20,000
25%

Low-to-mid share. 1 in 4 visits in the analysis. Real growth headroom exists if the value proposition is strengthened.

Store C
7,000 recorded visits
7,000
20,000
35%

Second competitive position. Captures 35% of analysed traffic — strong foothold in the area, close to the leader.

Total = 40%+ 25%+ 35%= 100% — shares always sum to 100% within the defined scope

📍 Tesela calculates Share of Footfall at two levels of granularity:
the full area and each geohash within it

Aggregated view — full area
Store A — 40%
Store B — 25%
Store C — 35%
Geospatial view — by geohash
36%
42%
41%
33%
28%
38%
44%
48%
34%
27%
31%
40%
37%
32%
24%
29%
35%
38%
30%
22%
25%
30%
33%
26%
20%
Store A
Store B
Store C

What is a geohash and why does it matter? A geohash is a uniform geospatial cell that divides the map into comparable zones. By computing Share of Footfall per geohash and per period, Tesela reveals exactly where you are strong — and when — and where you are losing share — with the precision needed to make decisions on store location, commercial activation, or OOH/DOOH media investment.

How to read the results
🏆
High share
  • Preferred destination in the area: shopper flow is working in your favour
  • Consolidated competitive strength — a foundation for expansion or share defence
  • High-return zone for marketing activations and media investment
e.g. 40% (area) / 45% (specific geohash)
⚖️
Medium share
  • Relevant presence but no clear leadership — a contested competitive zone
  • Conversion opportunity: small improvements in experience or visibility can shift the needle
e.g. 25% (area) / 30% (specific geohash)
📉
Low share
  • Competitors are capturing the majority of available traffic
  • Trigger for strategic review: value proposition, accessibility, visibility, or local media presence
e.g. 35% (area) / 20% (specific geohash)
🎯
The power of Share of Footfall: it doesn’t measure how many people walk in — it measures what share of the real market chooses you, in a specific period. By defining the scope — which stores are in the denominator — and the time window — which period you analyse — you get a metric that is comparable, actionable, and precise down to geohash level. Compare weeks, months, or campaigns and you’ll know whether you are gaining or losing competitive ground in the territory.
Tesela — Geospatial Intelligence