Real-Time Data is Reshaping Retail Property

For years, retail property decisions were guided by instinct, historical performance and broad market reports.

That model is rapidly fading. Today, real-time data has become the decisive factor shaping everything from leasing choices to customer engagement strategies.

Retail leaders are now using live data to refine location strategy in ways that weren't possible even a few years ago.

Tools such as footfall counters, mobile location tracking and spend analytics reveal how people move, dwell and spend across an area in real time.

Springboard (now part of MRI Real Estate Software) reported that UK high street footfall dropped 1.7 percent in July 2024 compared with the year before — a signal that both landlords and occupiers need to adapt quickly to shifting customer behavior. With live tracking, businesses can compare catchments, identify emerging hotspots, and avoid locking into locations that look strong on paper but are quietly losing traction.

When it comes to leasing and tenant mix, the most valuable insights are those that connect movement patterns to actual transaction value. Mobile location data shows where shoppers travel from and how long they stay, while card transaction data highlights spend levels and category trends.

Add vacancy and rent data into the mix and landlords and occupiers gain a far sharper picture of what a site can deliver and which tenants are most likely to succeed alongside one another.

For retailers the advantage is equally clear. Point-of-sale systems and loyalty apps provide an immediate view of what products are selling, which promotions are resonating, and how customers are engaging. PwC’s 2024 Consumer Survey found that 41 percent of UK shoppers are more likely to stay loyal to brands that personalize their experience.

Linking store data with digital channels allows retailers to adjust layouts, product ranges and staffing in real time rather than waiting for a quarterly review to confirm what customers have already moved past.

Retail is especially sensitive to rapid external shifts, whether from demographic change, transport disruptions or economic headwinds. Real-time intelligence gives businesses the agility to respond. For example, if a train strike or road closure depresses local footfall, a retailer can move quickly with targeted promotions or temporary pop-ups in stronger locations. Landlords monitoring tenant performance in real time can spot risks early and prevent long-term vacancies.

Perhaps the most powerful opportunity lies in collaboration. When landlords, agents and occupiers share anonymized data on footfall, spend and demographics, they create a more accurate collective view of performance.

That transparency leads to stronger leasing outcomes, replacing outdated assumptions with evidence-based decision-making.

Examples of this shift are already visible. Westfield London uses live heat maps to track shopper flows and fine-tune tenant placement, while Hammerson has invested in analytics platforms that deliver detailed customer insight directly to occupiers.

On a smaller scale, independent retailers are using shared BID (Business Improvement District) data to adapt trading hours and marketing strategies.

In a sector where margins are tight and customer expectations are high, the ability to act on live insight can determine not just which retailers succeed but which high streets and shopping centers remain vibrant.

Rebecca Sawyer is managing director of Gro Retail, the UK’s leading events platform for retail property dealmaking and brand growth.