In the comments below the piece, he states (from Nov. 3), that the store received a 50 percent increase in walk-ins, which means they went from 8 to 12 per day.

As far as the design and the photos on the sign, I think the point is they are trying to capture the foot traffic (is 800 people per day a high-foot traffic location?), and not the passing cars.

I'm thinking I'd like to see them try one of those animated mannequins holding a sign ... or better yet ... a pair of shoes.