Data signal · Traffic flows
Traffic flows
How many people pass a store, and when, sets the ceiling on how much it can sell.
Why traffic flows matters
Footfall and vehicle traffic are leading indicators of store visits. Roadworks, changes in commuting patterns or new developments nearby can shift traffic, and with it demand, in ways that sales history alone will only reveal after the fact.
How it typically shows up in grocery demand
| Situation | Typical effect on demand |
|---|---|
| Commuter peaks | Morning and evening rushes for breakfast, lunch and dinner items |
| Roadworks or diversions | Fewer passers-by; lower demand until traffic returns |
| New residential or office development | Gradual, lasting increase in baseline demand |
| Public transport disruption | Changed shopping times and store choice |
General patterns observed across grocery retail. Actual effects vary by store, location and product.
Using it in a forecast
Traffic data can enter a forecast as counts by hour or day, or as indicators of disruption. It helps the model separate a genuine change in demand from a temporary change in access to the store.
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