Synovate appointed to football footfall task

The two-storey shop has been fitted with electronic equipment to track how many customers enter before comparing the numbers with transaction data. On non-match days the store is visited by between 500 and 1,000 customers but that number rises to as much as 40,000 when the team plays at home.

The shop’s ground floor is dedicated to Manchester City merchandise while the upper floor houses a ticket office, shirt printing service and call centre.

The club has also signed up to receive mystery shopping visits from Synovate in a bid to improve one-on-one customer interactions.

Duncan Martin, head of retail at Manchester City FC, said: “Our concept is genuinely unique and we are already learning things about our business which will help us both improve the customer experience and our profitability.”