Directional Vs. Non Directional Traffic Counts

One question retailers ask when considering a traffic counting system is whether to install directional or non-directional detectors. Determining which is most appropriate depends on the value of the information, the cost of getting it, and the ROI potential. If directional counts are mission critical and provide action-able data, then this technology is appropriate. Otherwise, non-directional counts provide similar (see table below) information at a lower cost.

The majority of our clients do not count directional traffic. Why? The information of in and out traffic does not provide a substantive difference for staffing purposes and no difference for conversion or % sold. The flow of traffic in and out during the day is consistent with both directional and non directional technology.

The key question is, "what constitutes traffic?"