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Decreased Interest in Super Bowl Affected Supermaket Foot Traffic Too

Placer.ai examined foot traffic activity at the country’s top supermarkets and found that supermarket foot traffic was highly correlated to (decreased) interest in this year’s Super Bowl. The foot traffic analytics platform evaluated YoY foot traffic at top 24 supermarkets (representing 18,000 stores), as well as foot traffic numbers at supermarkets in the run-up to Super Bowl vs. a normal weekend.

Placer.ai’s Noam Ben-Zvi shares insights about what they found, what seemed to drive the trend(s), and what it means for retail sector going forward in our latest 3 CRE Q&A.

Q: What seemed to drive the trends that you found?
A:
Large events like the Super Bowl have a dramatic effect on consumer behavior and spending habits. We knew supermarket foot traffic would spike before a Super Bowl, but we weren’t sure or to what extent until running our analytics. Retailers now have the ability to better understand customers in real-time and as a benchmark for the future.

Q: What surprised you about the findings?
A:
We were surprised with the significant positive correlation between foot traffic at supermarkets and overall interest in the Super Bowl. Essentially, we discovered it’s possible to predict Super Bowl ratings by measuring pre-game shopping foot traffic at major supermarkets. We found a decline of 3% year-over-year at the nation’s top 24 supermarkets representing 18,000 stores. Subsequently, the New York Times reported a 5% decline in ratings this year over 2018. Foot traffic is an early indicator to understanding consumer interest and behavior, and allows business to predict and plan for emerging events.

Q: What do these findings mean for the retail sector moving forward?
A:
People truly do vote with their feet and those feet represent real dollars, with clear winners and losers. For the first time, the industry can measure in real-time the impact of major events at the national and local level. The retail sector now has access to new, powerful data to get ahead of trends and performance.


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For comments, questions or concerns, please contact Dennis Kaiser

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Inside The Story

Connect With Placer.ai ‘s Ben-Zvi

About Dennis Kaiser

Dennis Kaiser is Vice President of Content and Public Relations for Connect Commercial Real Estate. Dennis is a communications leader with more than 30 years of experience including as a journalist and in corporate and agency marketing communications roles. He is responsible for Connect’s client content operations and is involved in a range of initiatives ranging from content strategy, message development, copywriting, media relations, social media and content marketing services. In his most recent corporate communications roles, he led a regional public relations effort across Southern California for CBRE, played a key marketing role on JLL’s national retail team, and was responsible for directing the global public relations effort at ValleyCrest, the nation’s largest commercial landscape services company. In addition to his vast commercial real estate experience, Dennis has worked on communications and launch strategies for a number of residential projects such as Disney’s Celebration in Florida, Ritter Ranch in Palmdale California (7,200 homes, 22,000 acres), WaterColor in Florida and PremierGarage in Phoenix. Dennis’s agency background included firms such as Idea Hall and Macy + Associates. He has earned an outstanding reputation with organization leaders as a trusted advisor, strategic program implementer, consensus builder and exceptional collaborator. Dennis has developed and managed national communications programs for Fortune 500 companies to start-ups, both public and private. He’s successfully worked with journalists across the globe representing clients involved in major-breaking news stories, product launches, media tours, and company news announcements. Dennis has been involved in a host of charitable and community organizations including the American Cancer Society, Easter Seals, BoyScouts, Chrysalis Foundation, Freedom For Life, HOLA, L.A.’s BEST, Reach Out and Read, Super Bowl Host Committee, and Thunderbirds Charities.

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