For decades, footfall has been one of retail’s most trusted numbers. It’s simple. It’s objective. It’s easy to explain in meetings. “How many people entered the store today?” That question feels like the beginning of understanding performance. And for a long time, it was the best proxy retailers had. But somewhere along the way, footfall quietly took on a role it was never designed for: explaining why a store performs the way it does. That’s where the trouble starts.

It’s a familiar scene for many retailers. The store feels lively. The door counter shows steady footfall. Yet, the sales line stays flat. Most managers chalk it up to “bad luck” or “quiet buyers.” But the truth is simpler and more uncomfortable: It’s not a sales problem. It’s a visibility problem.