Purpose: This study compares the Wi-Fi tracking of shoppers in shopping centres with tradi-tional tracking metrics resulting from the use of foot counters. Methodology: Wi-Fi tracking of shoppers’ Wi-Fi enabled devices was done at a shopping centre over a period of a fort-night. Data were recorded in csv format and compared with foot-counter data from the same location over the same period. Findings: It was demonstrated that while Wi-Fi tracking com-pares very well to foot counters for shopper counting per se, the data captured by Wi-Fi track-ing enable far deeper analysis of shopper patterns and behavior. Value of paper: Use of the methodology provides a cheap and easy way of gathering information about the profiles of shoppers, their engagement with specific displays and promotional events, shopper patterns over time, and even to identify the chipset maker of the wireless chipset.

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