'Heat Mapping’ indicates ‘hot spots’, or concentrations of people, on the store floor. Areas that are high traffic, which is where people linger the longest, will appear red and lower-traffic areas will appear blue. Identifying the high traffic areas could make you rethink the layout of your store. For example, if there is a certain rail of clothing in the store that is a ‘hot spot’, the ‘Heat Mapping’ will identify it as a high traffic area or a source of congestion. The retailer could increase the size of the popular area or utilize the high traffic by merchandising more items there.