While video surveillance serves to prevent theft and contribute to a safer environment for store employees and shoppers, it can also provide vital insights regarding the buying habits of those shoppers.
In this two-page white paper from June 2010, POPAI’s Savia Coutinho presents CognoVision, a company that uses camera sensors to measure the effectiveness of in-store marketing and to better understand shoppers’ behaviors. The company’s anonymous face-detection and people’s-tracking software gather data on how people watch advertisements and how they move within a store.
This technology can determine how many people look at advertising, how long they looked, the gender of the shoppers, and how they moved within the store; it can also adapt advertising to cater to viewers in real time. The gathered information then can be used to improve the effectiveness of ad campaigns, increase product sales and ad revenue, optimize retail execution, and reduce operational costs.
Heat maps generated by the cameras can determine the most- and least-visited areas and aisles of a store. Also, CognoVision’s Anonymous Impression Metric, an audience measurement system, can supply information to retailers, brand marketers, and advertisers to help them better understand ROI, determine the best locations for displays, and, among other things, understanding audience engagement levels.