Foot Traffic Indicator: Top Companies With Increasing Foot Traffic

|
 |  Includes: ANN, CAR, FRC, HGG, HOG, JOSB, PEET, RGC, RSH, TRLG
by: Contextuall

We live in a world in which our actions are constantly creating new data feeds for companies to analyze. Facebook posts, tweets, credit card transactions, FourSquare check-ins and so on - all of these activities generate "big data" that can be mined by companies to gain new insights into their customers.

Some might even say that this type of data is the "oil" of the 21st century… Location-based check-ins is an area that interests the Contextuall team, mainly because we think it can be used as a proxy for actual foot traffic.

Sure, there are companies that use satellites to monitor parking lot vacancies, and monitoring services like ShopperTrak that install sensors in shopping malls. But as far as we know, no one has ever thought about using location-based check-ins to estimate foot traffic.

This is why we've developed the Contextuall Social CheckIn index, which currently monitors services like Facebook Places, Yelp, Gowalla, LociMobile, FourSquare and geo-tagged tweets for about 200K+ latitude and longitude coordinates.

All these data points are aggregated, and transformed into a real-time, proprietary index.

For this article, we've identified the areas that have seen a significant increase in location-based check-ins over the last month. We linked these coordinates to another database of store locations, allowing us to identify the companies that have seen the biggest increases in social media check-ins over the last month, based on our index.

I'd be curious to hear your thoughts on this approach: Do you think this type of analysis is valuable, or are we misguided in only focusing on a sub-set of the population that is actively using social media / mobile phones to "check in" to various locations?

Here is the complete list of our coverage universe, ranked by growth in the Contextuall Social CheckIn Index between February 2 and March 17 (we can be contacted for more information about the index construction via our author page):

Ticker Contextuall Index Value: Feb 2 Contextuall Index Value: Mar 17 Index Change Number of Locations in Contextuall Database
ANN 54.44 93.83 72.34% 785
RGC 63.91 97.36 52.35% 162
HGG 122.88 173.47 41.17% 203
JOSB 27.37 34.90 27.52% 486
HOG 324.26 399.66 23.25% 672
HRB 4.40 5.38 22.36% 5798
PNRA 770.20 928.40 20.54% 1652
MAR 275.60 326.82 18.59% 3527
H 375.10 440.60 17.46% 854
CSH 10.71 12.53 16.99% 334
CHS 13.75 15.98 16.20% 57
DIS 1896.54 2190.88 15.52% 601
TXRH 450.10 514.24 14.25% 394
VZ 120.64 137.39 13.88% 5094
ANF 149.40 169.62 13.54% 739
CAB 752.55 853.65 13.43% 69
DDS 191.13 215.31 12.65% 710
DG 24.60 27.63 12.32% 3848
WMT 621.89 698.28 12.28% 4981
NKE 268.95 301.68 12.17% 510
CMG 987.86 1107.20 12.08% 1433
SHLD 97.92 109.65 11.97% 2820
BWLD 1020.80 1142.90 11.96% 842
KMX 200.13 223.99 11.92% 199
SBH 29.07 32.32 11.19% 2134
BJRI 1892.90 2102.42 11.07% 136
FDO 22.15 24.61 11.06% 3209
DIN 344.87 380.88 10.44% 3493
ETH 15.37 16.97 10.41% 145
FINL 43.11 47.58 10.36% 504
DSW 266.77 294.27 10.31% 596
TGT 1778.76 1958.46 10.10% 881
PRI 15.79 17.38 10.08% 282
RT 257.98 283.89 10.04% 682
KSS 376.18 413.60 9.95% 1410
TIF 284.13 312.26 9.90% 184
WU 12.40 13.61 9.74% 240
M 419.72 460.23 9.65% 1813
KORS 85.28 93.49 9.63% 185
LOW 401.49 439.64 9.50% 1687
DLTR 76.34 83.52 9.41% 3175
COF 91.20 99.78 9.40% 641
HTZ 60.21 65.87 9.40% 1204
COST 1277.73 1397.11 9.34% 877
ZUMZ 61.67 67.42 9.33% 383
BKE 65.26 71.34 9.31% 519
ORLY 35.40 38.69 9.31% 723
CVS 238.72 260.91 9.30% 4321
FL 27.57 30.13 9.28% 1261
SCVL 55.95 61.11 9.23% 274
NSANY 82.89 90.54 9.22% 906
BH 354.10 386.46 9.14% 473
TJX 239.53 261.34 9.11% 799
SIX 515.66 562.56 9.09% 227
TM 131.74 143.68 9.07% 1666
BBBY 423.11 461.38 9.05% 845
KKD 251.15 273.86 9.04% 449
AAP 39.37 42.91 8.99% 1863
AZO 38.41 41.83 8.93% 2742
BIG 77.30 84.16 8.88% 2095
PETM 335.68 365.35 8.84% 1381
MTB 71.99 78.34 8.82% 380
VSI 73.04 79.47 8.81% 559
ROST 107.80 117.27 8.78% 15
THI 386.47 420.35 8.77% 478
KR 493.04 536.17 8.75% 1374
F 78.94 85.83 8.73% 271
PLCE 33.93 36.89 8.72% 792
HD 439.46 477.59 8.68% 769
CPRT 27.86 30.27 8.65% 132
DE 24.68 26.81 8.62% 285
URBN 889.54 965.90 8.58% 242
CSTR 12.04 13.08 8.58% 90
WAG 308.76 335.16 8.55% 4774
ODP 126.32 137.09 8.52% 1280
AFCE 85.09 92.32 8.49% 1655
DNKN 261.65 283.75 8.44% 3170
WFC 136.15 147.59 8.40% 4283
RL 235.90 255.66 8.37% 238
RCII 11.33 12.28 8.37% 1101
PMC 64.50 69.89 8.35% 18
CEC 120.43 130.39 8.27% 718
MCD 260.37 281.78 8.22% 8291
CHRS 29.85 32.28 8.15% 1168
CBRL 369.87 399.92 8.13% 631
VRA 102.89 111.25 8.12% 95
PSA 18.17 19.65 8.11% 1370
FDX 103.69 112.05 8.06% 3174
GES 42.72 46.16 8.05% 331
JWN 721.57 779.00 7.96% 813
UPS 45.45 49.06 7.95% 3615
PIR 84.03 90.69 7.93% 728
ACN 145.49 156.97 7.89% 103
CAR 65.37 70.46 7.79% 350
WTSLA 41.11 44.30 7.75% 380
BAC 154.87 166.75 7.67% 4872
WEN 137.59 148.12 7.65% 5601
AAPL 3229.72 3476.54 7.64% 386
RUE 42.53 45.74 7.55% 597
SKX 41.04 44.13 7.54% 344
ARO 67.81 72.92 7.53% 814
SWY 647.50 696.03 7.50% 1098
RAD 126.05 135.47 7.48% 2454
JCP 246.07 264.32 7.42% 1150
MET 118.73 127.50 7.39% 204
GPS 233.34 250.34 7.29% 462
HMC 152.91 164.03 7.27% 618
AFL 20.84 22.35 7.24% 248
GME 94.46 101.28 7.22% 5046
LULU 166.56 178.52 7.18% 282
FOSL 106.39 114.02 7.17% 218
CMCSA 121.20 129.79 7.08% 915
CAKE 2036.59 2179.44 7.01% 206
DPZ 29.52 31.57 6.95% 6123
PFCB 1005.21 1074.43 6.89% 279
SPLS 191.01 204.11 6.85% 1591
DENN 245.07 261.80 6.83% 1641
MW 65.96 70.43 6.77% 689
SHOO 101.89 108.71 6.70% 142
BEBE 46.54 49.65 6.68% 280
COLM 127.85 136.33 6.63% 55
AAN 12.88 13.73 6.63% 334
DTV 142.98 152.43 6.61% 105
OMX 104.25 111.14 6.60% 873
JACK 167.46 178.34 6.50% 2231
T 71.54 76.08 6.35% 724
BBY 1451.86 1543.56 6.32% 431
HOTT 116.66 124.02 6.32% 705
SKS 268.33 284.64 6.08% 280
SMRT 96.00 101.79 6.03% 220
BKS 893.72 946.74 5.93% 863
RRGB 1142.93 1209.87 5.86% 297
SBUX 927.70 981.66 5.82% 8067
AMP 48.79 51.62 5.81% 236
SONC 319.88 338.46 5.81% 1234
C 552.68 584.63 5.78% 40
SCHW 62.04 65.61 5.76% 202
CROX 47.06 49.75 5.72% 231
CBOU 608.72 641.92 5.45% 405
ZQK 72.42 76.31 5.37% 118
KFT 209.30 220.51 5.36% 61
CSCO 190.56 200.65 5.29% 268
RSH 52.61 55.23 4.97% 2142
TRLG 57.92 60.79 4.96% 125
ZIP 12.43 12.99 4.47% 286
PEET 764.64 797.47 4.29% 377
FRC 40.70 42.42 4.22% 74
Click to enlarge

Biggest Increases Between Feb 2-March 17: AnnTaylor Stores Corp. (NYSE:ANN), Regal Entertainment Group (NYSE:RGC), hhgregg, Inc. (NYSE:HGG), Jos. A Bank Clothiers Inc. (NASDAQ:JOSB), and Harley-Davidson, Inc. (NYSE:HOG).

Slowest Increases Between Feb 2-March 17: First Republic Bank (NYSE:FRC), RadioShack Corp. (NYSE:RSH), True Religion Apparel Inc. (NASDAQ:TRLG), Zipcar, Inc. (ZIP), and Peet's Coffee & Tea, Inc. (NASDAQ:PEET).

Disclosure: The author has no positions in any stocks mentioned, and no plans to initiate any positions within the next 72 hours.

The author wrote this article themselves, and it expresses their own opinions. The author is not receiving compensation for it (other than from Seeking Alpha). The author has no business relationship with any company whose stock is mentioned in this article.