Methods and apparatus relating to the collection of data regarding a plurality of customers in a retail or entertainment environment. Data may be collected via at least one sensor coupled to at least one lighting fixture in the retail or entertainment environment. In one exemplary implementation, data may be collected by one or more lighting fixtures, and data may be communicated via light generated by any one or more fixtures without perceivably affecting a quality of light generated by the one or more fixtures. A map may be generated based on the collected data to display traffic patterns and/or dwell times of the plurality of customers in the retail or entertainment environment, and such a map may be displayed, for example, via a graphical user interface.