English Premier League club Wolverhampton Wanderers has partnered with Ipsos Retail Performance to provide footfall counting technology in retail spaces at its Molineux stadium.

As part of the link-up, sophisticated people-counters will be placed above the entrance to stores at Molineux. These sensors will use Time of Flight technology to accurately track the number of shoppers entering and exiting the Wolves Megastore.

The technology can also be used to exclude staff counts, which Wolves considered a key factor when selecting Ipsos.

Andy Hart, business development manager at Ipsos Retail Performance, said: “For any recognisable brand, having access to accurate shopper data is incredibly useful, whether that’s to determine seasonal trends, in-store behaviour or a better understanding of shopper profiles.

“Supported by our reporting platform and mobile app, we’re looking forward to delivering access to comprehensive and beneficial data to help the club improve customer experience and maximise sales in their retail store.”

Vinny Clark, head of retail and licensing at Wolves, added: “Ipsos Retail Performance is the biggest name in the footfall counting space and will be a great addition as we look to improve the retail experience for our fans.

“Having access to this level of data will enable us to do that. We knew we wanted more information to assess the impact of sale periods, support more suitable resourcing during match days and improve store layout – this technology will be hugely beneficial in helping us to do that.”

The club is planning on expanding Molineux, which currently seats 32,000 fans. Wolves’ head of marketing Russell Jones said in October that the chances of work starting on the ground at the end of the season are small, amid plans to carry out the project “properly as opposed to quickly”.

Wolves had previously expressed a wish to start work on the Steve Bull Stand in 2020 with the redevelopment of the Sir Jack Hayward Stand to potentially begin in 2022.