Most visitor analytics tell you about the people already inside. Drop-in Rate tells you about the ones who walked past without coming in. By measuring how many passers-by actually enter, stores, malls, and airports can quantify the conversion power of their entrance, signage, and visual merchandising — and track whether changes made to those elements are working.
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Stores
A store on a busy street or in a mall can have high foot traffic and still underperform — if the people walking past are not coming in. Drop-in Rate makes that gap visible. If only a small percentage of passers-by enter, it points directly to the storefront: the window display, signage, entrance layout, or promotional messaging is not compelling enough.
With Drop-in Rate tracked over time, you can test changes and see the result in the data. A new seasonal window display, an updated sign, or a different promotional offer each become measurable experiments. A clothing retailer that sees their Drop-in Rate increase by 20% after a window refresh knows the change worked — and has the data to replicate it across other locations.
For retailers operating multiple stores, Drop-in Rate is a benchmarking tool. It surfaces which locations are converting passing traffic effectively and which are not, so you can identify what the best-performing stores are doing differently and apply it across the portfolio.
Malls
For mall managers, Drop-in Rate answers two questions at once: how well is the mall attracting visitors from the street, and how well are individual zones converting the foot traffic already inside the property.
At the property level, a low Drop-in Rate at key entrances signals that layout, signage, or visual appeal needs attention. At the zone level, comparing Drop-in Rates across different areas identifies which sections are engaging visitors and which are being bypassed. That data supports lease negotiations, tenant placement decisions, and targeted investment in underperforming areas.
Drop-in Rate also gives mall managers objective evidence for conversations with tenants. Rather than relying on anecdote, property teams can show tenants exactly how much foot traffic is passing their unit and what proportion is entering — and work together on interventions to improve it.
Airports
In an airport, the qualification rate to commercial areas is one of the most direct drivers of retail and F&B revenue. Drop-in Rate is the measurement that makes this visible at the zone level — showing how many passengers passing a concession, shop, or food outlet actually step inside.
For airport commercial directors, this data supports decisions about store placement, wayfinding, signage, and the mix of offers in each zone. A concession with high passenger flow but a low Drop-in Rate is underperforming relative to its location — and the data gives the operator and the airport a shared starting point for improving it.
Tracked over time, Drop-in Rate at key commercial zones becomes a core KPI for concession contract reviews, retail strategy, and investment in the passenger environment.
Getting started
Drop-in Rate is available on Indivd Pro and Complete. It requires a camera positioned to the side of or at an angle to the entrance — not mounted directly overhead — so that passing traffic and entering visitors appear as distinct movements in the frame. If you are unsure whether your existing camera setup supports Drop-in Rate, contact support@indivd.com before configuring it.
To activate and configure Drop-in Rate for your location, see How to activate and configure Drop-in Rate.
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