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What are the best solutions for retail people counting in 2025?

September 30, 2025
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Table of Contents

In retail, every footstep matters. 

Every customer who walks through your doors is an opportunity – but how many of those opportunities actually turn into sales? How do you know if your store is staffed properly for peak hours, or whether that expensive marketing campaign actually drove traffic?

Those aren’t easy questions to answer if you’re running blind. It’s for this reason that retail people counting should be a core strategic initiative for your business.

In 2025, people counting isn’t about the clunky infrared beam counters that miss a third of your traffic. It’s about smart, AI-driven tools that don’t just count heads – they help you connect foot traffic to sales when paired with your point-of-sale (POS), help you optimize staffing, and  improve the customer experience.

If you’re looking for a solution for people counting for your retail business, this guide breaks down:

  • What retail people counting is and why it matters in 2025
  • Real-world use cases for retail foot traffic analytics
  • The top people counting technologies available today
  • The best people counting solutions on the market
  • How to choose the right option for your business
Let’s dive in.
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What is retail people counting?

At its simplest, retail people counting is the process of measuring how many people come into, leave, or move through a store. But in 2025, it’s about much more than a simple headcount. 

Modern people counting solutions help retailers:

  • Understand foot traffic patterns: Which days and hours are busiest? Which entrances see the most activity?
  • Measure conversion rates: Compare traffic against POS transactions to see how many visitors become buyers.
  • Optimize staffing: Match labor schedules to peak demand periods.
  • Improve marketing ROI: Measure how window displays, promotions, and campaigns affect traffic.
  • Enhance customer experience: Monitor queue lengths, dwell times, and service levels.
In other words, people counting transforms raw foot traffic into actionable business insights.

Why people counting matters more than ever in 2025

The role of the retail store has undoubtedly changed. With e-commerce continuing to grow, physical stores aren’t just points of sale; they’re brand experiences. Shoppers visit for discovery, service, and engagement.

That makes understanding foot traffic mission-critical. You can’t afford to staff blindly. You can’t throw money at promotions without knowing if they worked. You can’t miss the warning signs of shrink or fraud when the number of people walking in doesn’t match the number of sales going out.

The NRF reported that organized retail crime (ORC) and shrink cost US retailers over $112 billion. People counting helps close that gap by showing when traffic and sales don’t add up.

The retailers winning today are the ones who connect traffic data to sales, staffing, security, and operations.
A blurred person enters a building, crossing a yellow line at the entrance. An overlay shows statistics for line crossing, total people, daily average, conversion rate, and spending.

Real-world use cases for retail people counting

So what can you actually do with people-counting data? Here are the most valuable applications:

1. Operations and staffing

Stop guessing when to schedule shifts. Staff up for Friday evenings, lunch rushes, or holiday surges based on real data – not hunches.

2. Marketing and promotions

Did your back-to-school campaign drive traffic? Did that new display in the window bring people in? People counting gives you proof so you can refine, not guess.

3. Conversion rates

Foot traffic alone doesn’t pay the bills. When you line up people counts with POS data, you see your true conversion rate. High traffic with low sales? That’s a merchandising, training, or promotion problem.

4. Customer experience

Nobody likes a long line. People counting systems can flag growing queues or long dwell times so managers can jump in before frustration drives customers out.

5. Loss prevention

Too many people in, too few sales out. That mismatch can flag fraud, sweethearting, or theft.

6. Multi-location benchmarking

Compare traffic and conversion across regions. Why does one location convert 5 percent higher than the others? Traffic data uncovers best practices you can replicate chain-wide.
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Top people counting technologies in 2025

There’s no single way to count people in retail, and the best solution depends on your goals, budget, and infrastructure. Here’s a deeper look at the leading technologies:

1. Overhead infrared sensors

How it works: Mounted above entrances, these sensors detect body heat as people walk through. They typically work by creating a virtual “line” or “zone” that logs each crossing.

Accuracy: Generally reliable for single-entry/exit counting, but accuracy can drop in crowded entrances where groups enter together. They can struggle to distinguish between adults, children, and objects like strollers.
Pros Cons
Low-cost hardware. Limited to entry/exit counts – no in-store analytics.
Easy to install and maintain. Accuracy drops in busy environments or group settings.
Works well in low-light or nighttime conditions. No integration with POS or customer journey tracking.
Best use cases: Small retail shops, convenience stores, or single-entrance businesses that just need basic traffic data.

2. Stereo video cameras

How it works: These cameras use dual lenses to create a 3D image, allowing them to detect height, depth, and direction of movement. This helps distinguish individuals in groups and improves accuracy.

Accuracy: Among the most accurate (often 95%+), even in high-traffic environments. Can separate children from adults and track multiple people in crowds.
Pros Cons
High accuracy in complex traffic situations. Requires specialized cameras (new hardware investment).
Ability to track dwell time, paths, and heat maps. Higher upfront costs compared to software-only solutions.
Suitable for large entrances and high-traffic areas. Maintenance and calibration may be needed for best results.
Best use cases: Department stores, shopping malls, and airports where precision is critical and budgets allow for hardware investment.

3. Wi-Fi / Bluetooth tracking

How it works: Detects signals from customers’ smartphones or wearables as they connect or ping nearby Wi-Fi/Bluetooth networks. Tracks how long devices stay connected and whether they return.

Accuracy: Can provide useful insights into repeat visits and dwell time, but not all customers have devices enabled – meaning it only captures a percentage of foot traffic.
Pros Cons
Inexpensive and easy to deploy. Accuracy limited to device-carrying customers.
Good for measuring repeat visitors and loyalty patterns. Growing privacy concerns and regulations (GDPR, CCPA).
Provides aggregate movement insights without cameras. Can’t measure true conversion without POS integration.
Best use cases: Shopping centers or retailers interested in repeat visit frequency and loyalty tracking, where perfect accuracy isn’t required.

4. Smart gates and turnstiles

How it works: Customers pass through a physical gate or turnstile that counts each entry/exit. Widely used in stadiums, transit, and some high-traffic retailers.

Accuracy: Extremely high (nearly 100%), since customers must physically pass through the device.
Pros Cons
Reliable and precise counts. Poor fit for luxury or open-concept retail — creates friction.
Reduces unauthorized access. Expensive hardware and installation.
Can be combined with access control in secure environments. It can negatively impact customer experience.
Best use cases: Discount warehouses, supermarkets, or high-security retailers where customer experience isn’t compromised by gated access.

5. AI-powered video analytics (using existing CCTV cameras)

How it works: Data analytics and security platforms like Solink apply artificial intelligence (AI) to footage from your existing security cameras. The system counts people, analyzes traffic patterns, and links data with POS for conversion insights.

Accuracy: High, though dependent on camera placement and quality. Works best with wide-angle views at entrances/exits.
Pros Cons
Leverages cameras you already own – no new hardware. Requires proper camera setup for best accuracy.
Can analyze far more than traffic (dwell times, queue monitoring, theft detection). Cloud storage and analytics may have subscription costs.
Integrates with POS, access control, and other systems.
Scales easily across multiple locations.
Best use cases: Multi-location retailers, restaurants, and luxury stores that want people counting plus broader operational insights without investing in new hardware.

Summary:

  • If you just need basic counts, infrared sensors or turnstiles work.
  • If you want precision and don’t mind hardware, stereo video is ideal.
  • If you care about repeat visits, Wi-Fi/Bluetooth offers unique insights.
  • If you want the most flexible, cost-efficient solution with broad ROI, AI-powered video analytics (like Solink) stands out.

The best retail people counting solutions in 2025

Here’s a breakdown of leading options in today’s market:

Solink

What it delivers: AI-powered video analytics that turn existing security cameras into people-counting tools. Integrates with POS for conversion rates, plus delivers insights across security, operations, and loss prevention.

Best for: Multi-location retailers, restaurants, cannabis operators, and specialty stores that want to maximize ROI without replacing hardware.

RetailNext

What it delivers: Advanced in-store analytics, including heat mapping and shopper journey mapping.

Best for: Large-format retailers, malls, and department stores with complex traffic flows.

Countwise

What it delivers: Hardware-based infrared counters with strong accuracy at entrances.

Best for: Smaller retailers looking for straightforward entry/exit counts.

Dor Technologies

What it delivers: Wi-Fi and thermal sensors for small retailers.

Best for: SMBs seeking low-cost, lightweight solutions.

FootfallCam

What it delivers: Stereo video-based 3D counters with high accuracy.

Best for: Enterprise retailers with large budgets for dedicated hardware.

ShopperTrak (Sensormatic)

What it delivers: Longstanding player in traffic analytics, widely used in malls.

Best for: Large retailers with legacy systems or mall-based stores.
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Why Solink stands out

Solink isn’t just another traffic counter. It’s a cloud video security and analytics platform that connects the dots across your business.

With Solink, you get:

  • Works with your existing cameras: no expensive hardware upgrades.
  • POS + video integration: see actual conversion rates, not just foot traffic.
  • Multi-location dashboards: oversee traffic and conversion across your chain.
  • Cross-functional ROI: operations, marketing, loss prevention, and IT all benefit.
  • Affordable, scalable pricing: starting at $175/location/month.
With Solink, people counting isn’t just about how many walked in, it’s about what happened next and how it impacts your bottom line.

Before making a decision, ask yourself:

  • Do I want traffic counts only, or do I need deeper analytics?
  • Do I need to buy new hardware, or can I use what I already own?
  • Will the solution help me improve conversion rates – not just measure foot traffic?
  • Does it integrate with my existing POS, access control, or marketing systems?
  • How easy is it to scale across multiple stores?
  • What’s the total cost of ownership (hardware, licensing, storage)?
If your goal is to turn foot traffic into actionable insights and measurable ROI, a flexible, AI-powered solution like Solink is hard to beat.

Ready to see Solink in action? Book a demo today and explore how people counting can improve both your security and your bottom line.

Frequently asked questions about retail people counting

What is retail people counting?
Retail people counting is the process of tracking how many people enter, exit, or move through a store. In 2025, modern solutions use AI-powered video analytics, sensors, or Wi-Fi tracking to measure foot traffic and generate insights into conversion rates, staffing, marketing ROI, and customer experience.
People counting helps retailers understand how many visitors they get, when peak times occur, and how traffic translates into sales. By linking people counts with POS data, stores can measure conversion rates, optimize staff schedules, evaluate marketing campaigns, and even spot potential theft.
Stereo video cameras and AI-powered video analytics are among the most accurate people counting solutions in 2025. Stereo cameras use 3D imaging to distinguish individuals in groups, while AI-powered analytics leverage existing security cameras for both counting and behavior analysis.
Yes. The best systems integrate with point-of-sale (POS) data to calculate true conversion rates – showing how many visitors actually make a purchase. Solutions like Solink go further by linking transactions directly to video footage for deeper insights.
While people counting is most common in retail, it’s also used in:

  • Restaurants/QSRs: Track peak hours and queue times.
  • Shopping malls: Benchmark tenant performance.
  • Hospitality: Monitor guest traffic flow.
  • Retail: Measure foot traffic and conversion rates.
  • Cannabis retail: Ensure compliance and track customer visits.
Ask these questions:

  1. Do I want only traffic counts, or full conversion analytics?
  2. Can I use my existing cameras, or will I need new hardware?
  3. Does it integrate with my POS and other business systems?
  4. Is it scalable for multiple locations?
  5. What’s the total cost of ownership (hardware + software + storage)?
For most multi-location retailers, AI-powered video analytics like Solink provide the best balance of accuracy, cost-efficiency, and ROI.
Choose the right people counting solution
Discover the technologies shaping retail traffic analysis in 2025.
Book a demo