Thanks for Visiting!

Register for free to get the full story.

Sign Up
Already have a Placer.ai account? Log In
Retail

4 Strategies Retailers are Using to Drive Traffic to Their Venues

How are businesses innovating to keep customers coming into their stores? We take a look, here.

By 
Lila Margalit
September 27, 2023
4 Strategies Retailers are Using to Drive Traffic to Their Venues
SHARE
Explore our free tools to get timely insights into key industries
Check out the latest trends for
No items found.
Key Takeaways

With inflation putting pressure on consumers’ wallets, many Americans have cut back on discretionary spending. But even when money’s tight, people find room in their budgets for memorable, in-person experiences. And successful businesses are finding innovative ways to attract customers in what continues to be a challenging economic environment.

We dove into the data to explore some key strategies that retailers across categories – from malls to restaurants – are using to bring in the crowds.  

  1. Hello Kitty: Leaning Into Hot Trends With Time-Limited Pop-Ups 

For many businesses, time-limited products and special offerings connected to hot pop-culture trends are a formula that can’t be beat.

Hello Kitty – hailed by Teen Vogue as Spring 2023’s biggest fashion trend – made a comeback this year. And the brand’s famous Hello Kitty Cafe Trucks, which park near different malls each Saturday, draw unbelievable crowds. Wild fans of the iconic character stand in line for hours (literally) to get their hands on limited-availability branded treats and merch. And since the trucks are positioned outside the centers, many of the eager customers also stop in to visit the malls’ own stores and eateries.  

A look at foot traffic to two shopping centers in different regions of the country – Scottsdale Quarter in Arizona and Lynnhaven Mall in Virginia Beach – shows the impact of the special event on mall visit trends. The Truck made its stop in Virginia Beach on March 11, 2023, and the mall had its busiest day all year, with visits up 164.8% compared to an H1 2023 daily average, and 38.8% compared to a typical Saturday. (The mall, like many others, is busiest on Saturdays). Scottsdale Quarter experienced a similar trend.

  1. Barbiecore: Embracing Fandoms With Social Events

But this summer, of course, was all about Barbie – and the world was nothing if not awash in hot pinks and pastels. Brands got in on the action by stocking up on movie-inspired merch (Barbiecore ice cream, anyone?), and businesses nationwide held Barbie-themed pop-ups and events.

Washington, D.C. beer garden Wunder Garten jumped on the Barbie bandwagon with a series of free parties for adult fans, held between July 20 and July 30, 2023. Enthusiasts could dress up and enjoy a Barbie-Q, a Malibu Pool Party, a special evening dedicated to Ken, or a Barbie Paint and Sip – and excited customers voted with their feet. The events offered serious Barbie devotees a place to gather and socialize with fellow fans, temporarily positioning Wunder Garten as a go-to destination for all things Barbie. 

And a look at weekly visits to the popular venue (compared to an early-April baseline) shows that the strategy worked: Foot traffic beginning to spike during the week of July 17, before reaching a pinnacle during the week of July 24th. 

  1. Ambiance, Ambiance, Ambiance

People looking for the cheapest and most efficient way to get what they need may go online – but when they step into a physical store, they want to feel something. And while special events are important, successful retailers also pay attention to the day-to-day ambiance of their spaces. The right decor, layout, music, and even background scent can be critical to attracting visitors and keeping them engaged.

When people enter a Playa Bowls, for example, they feel transported to a different time and place. With colorful chalkboard menus, concoctions that look too good to eat, and postcard-worthy decor, the fast-growing superfruit bowl chain evokes the feel of a summer beach vacay or an Hawaiian surf shack. (And believe it or not, the brand actually has its own official surf team). By investing in vibe, Playa Bowls has positioned itself not just as a place to pick up a healthy treat, but as one where customers can mentally escape the daily grind. 

And foot traffic to Playa Bowls is on the rise, with year-over-year (YoY) visits significantly up every month since January 2023. While this growth is due in part to the chain’s expansion, the average number of visits per venue also increased a whopping 18.8% during the first half of the year.

  1. Keeping Employees Engaged 

Have you ever found yourself looking forward to visiting a chain simply because you know you’ll encounter friendly, enthusiastic sales clerks who seem just as invested in your shopping experience as you are? 

Many successful chains drive foot traffic by investing in their staff and making their businesses enjoyable places to work. Employees who look forward to coming into work each day may be more likely to go the extra mile and help create a positive, welcoming atmosphere that fosters a sense of community.

Texas cult-grocery H-E-B is case in point. The chain, known for its deep community ties and happy and dedicated salespeople, has made Glassdoor’s list of top large U.S. employers every year since 2014. And H-E-B’s people-centered approach is part of what makes it so popular. Last time we checked in with H-E-B, its strong 2022 performance placed it well ahead of statewide grocery averages. And the chain kept up its positive momentum in 2023, with YoY foot traffic outpacing both the nationwide and Texas grocery sectors through August.

Key Takeaways

Every store is different, and retailers eager to drive traffic to their venues have a range of strategies and tools at their disposal. But no matter their product or category, businesses that are tuned into what customers want and invest in making their stores attractive places to visit will be poised to succeed.

‍For more data-driven location intelligence insights, visit Placer.ai.

Learn how downtown regions across US cities are measuring up with our free tools.
Check out the latest trends for
No items found.
Explore our free tools to get timely insights into key industries
Check out the latest trends for
No items found.
SHARE
Get 3 brand & industry
breakdowns every week
Subscribe to the newsletter
Oops! Something went wrong while submitting the form.

Get a Demo

Please enter your first name
Please enter your last name
Please provide a valid email
Please enter your email
Please enter company name

Thanks for reaching out!

One of our experts will be in touch soon

Try Placer.ai Free
Oops! Something went wrong while submitting the form.

Recent Publications

Get 3 brand & industry breakdowns every week

Subscribe to the newsletter
Text Link
Barbie
Text Link
Hello Kitty
Five Below and Ollie’s Bargain Outlet: A Pre-Holiday Snapshot
Kroger: Getting into The Seasonal Swing 
Avison Young Launches Office Busyness Index Powered by Placer.ai to Provide Unmatched Insights on Office Utilization Across Major U.S. Markets
Off-Price Ahead of the 2024 Holiday Season
A Beautiful Season Ahead: Ulta and Sally Beauty Supply
Sportswear Ahead of the 2024 Holiday Season 
Placer 100 Index: October 2024 Recap 
Placer.ai Office Index: October 2024 Recap
Placer.ai Mall Index: October 2024 Recap 
Halloween’s 2024 Retail & Dining Impact – Party City Carries the Season
Checking in With Department Stores: Nordstrom and Macy’s
Superstores and Wholesale Clubs Ahead of the Holidays
Home Depot and Lowe’s Heading Into the Holidays
Starbucks and Dutch Bros: Short Visits Lead the Way
Planet Fitness: Raising the Bar(bell)
Checking in With Full-Service Restaurants: First Watch, Chili’s, and Outback Steakhouse
RBI and Yum!: QSR Resilience in 2024
Boot Barn and DSW: Stepping Up Their Game
Target’s October Circle Week: A Data-Driven Snapshot
Chipotle, Shake Shack & Wingstop: Dining Success in Q3 2024
Playa Bowls and Tropical Smoothie Cafe: Berry Big Business
Cheesecake Factory & BJ’s Restaurants: Full-Service Success
Checking in on McDonald's and Wendy's 
Sprouts Farmers Market: A Specialty Grocer With a Traditional Twist
CAVA: The Craze Continues
Placer.ai Reaches $100M Annual Recurring Revenue
Catching Up With Carter's 
A Texas Roadhouse and LongHorn Steakhouse Showdown
Placer.ai Mall Index: September 2024 Recap – Labor Day Peaks and Holiday Season Predictions
Albertsons Q3 Check-In
Looking Ahead to the 2024 Holiday Season
Trader Joe's: Continuing to Thrive in 2024
Bowlero and AMF: A Ten-Pin Knockout
Recreational Retail: Store Performance in 2024
Placer.ai White Paper Recap – September 2024
A QSR and Fast-Casual Face-Off
Sam’s Club’s In-Store Retail Media Network Opportunity
The Rising Stars: Six Metro Areas Welcoming Young Professionals
Costco in 2024: A Deep Dive
Sherwin-Williams in 2024: Brighter Than a New Lick of Paint
Life Time and Orangetheory: Premium Fitness Flourishing
C-Stores: More Than A Pit Stop
Darden: Dining Dominance Undeterred 
Placer 100 Index for Retail and Dining: August 2024 Recap
Placer.ai Office Index: August 2024 Recap
Placer.ai Mall Index: August 2024 Recap – Back-To-School In Full Swing
Auto Parts Retailers: The Traffic Continues
Pumpkin Spice Works its Magic Once Again
School Season Sparks Retail Growth
Placer.ai White Paper Recap – July & August 2024
Big Lots’ Big Rightsizing Move in Four Data Points
Fun Away From The Sun: Checking in With Eatertainment
Domestic Migration and Population Growth: Strong Currents Off The Carolina Coast
The Civic Impact of Summer Events
Retail Trends in College Towns: A Back-to-School Snapshot
Five Below and Ollie’s Bargain Outlet: Consumers Still on the Hunt for Discounts
Macy’s & Bloomingdale’s: Into 2024 and Beyond
Limited Time Only: The Trend Continues
Beauty in 2024: Many Ways to Win
Dollar General & Dollar Tree: Powering Ahead in Q2 2024
The Home Depot and Lowe's Foot Traffic Remodel in Q2 2024
Superstore Update: Summer Savings Spree
Placer.ai Mall Index: July 2024 Recap – From Fourth of July to Back-to-School
Placer.ai Office Index: July 2024 Recap
Summer Movie Madness: Blockbuster Films Boost Foot Traffic
Driving Success: Toyota in 2024
Denny’s and IHOP: An All-Day Breakfast Matchup
Warby Parker: Seeing Clearly Now
Planet Fitness at the 2024 Halfway Point
Serving Summer 2024: RBI and Yum! Brands Q2 Foot Traffic
Starbucks, Dutch Bros., Dunkin’: Finding Summer Success
Fast Food and Fast Casual Favorites, Plus CosMc’s Takeoff
Chipotle and Sweetgreen: Fast-Casual in Q2 2024
First Watch, Texas Roadhouse, and Applebee’s: An FSR Roundup
Albertsons Companies: H1 2024 Recap
Teaming Up For Success: Sports Stadium Sponsorships
Limited Time Offers: Price Wars Boost Visits
Placer 100 Index for Retail & Dining: June 2024 Recap
Placer.ai Mall Index: June 2024 Recap
Placer.ai Office Index: June 2024 Recap
Inside Out 2: The New Blockbuster Bringing Crowds Back to Theaters
Petco and PetSmart: A Head to Head
Frozen Delights: Exploring Ice Cream Chains Across America
Placer.ai White Paper Recap – June 2024
Barnes & Noble: Writing a New Story
Small Format Stores - Sprouting, Blooming, and Expanding
Retail and Dining on Father’s Day
Thrift Store Visit Scores
Charting Value Grocery’s Visit Growth
Placer 100 Index for Retail & Dining: Introduction and May 2024 Recap
Digging Into Darden: Q2 2024 Update
2024 Retail and Dining Trends Update
TRU and avid: Midscale Hotels on the Rise 
Diving Into Kroger: A Strong Start to 2024
Placer.ai Mall Index: May 2024 Recap – Mall Visits on the Rebound
Placer.ai Office Index: May 2024 Recap
2024 Memorial Day Recap
Las Vegas: A Tourism and Migration Deep Dive
Eatertainment Chains: Full on Food, Fun, and Foot Traffic
The Promise of Luxury Apparel