Achieving Intelligent Retail Marketing With IP Video Technology

Achieving Intelligent Retail Marketing With IP Video Technology
SHARE
THIS



In this guest post, Jordan Cullis (pictured below), country manager for the South Pacific at Milestone Systems, explains how CCTV cameras, intelligent billboards and mobile tracking all intersect to offer much smarter retail marketing.

Jordan Cullis (Milestone)

It’s no secret that physical retail stores have been struggling for some time. Clothing brands such as Gap and Banana Republic have been closing stores all over the country, Oroton Group was placed into voluntary administration last November, and vacant tenancies stand as stark reminders that retail has undergone a quantum shift in recent times. In this light, what is the relevance of brick and mortar stores in the future? Amazon is currently one of the most significant online players, and many others are also playing the game well, so the question is whether brick and mortar stores will be outperformed by these online players in the near future.

If brick and mortar stores are to survive, they need to adapt to the threat from online stores. Online retailers know their customers very well. Whenever you shop online, there are bound to be products introduced to you based on your past transactions or browsing habits. In contrast, brick and mortar stores know very little about their customers, but it doesn’t have to be this way.

To meet these changing customer needs, retailers must focus on bringing the digital experience into the physical store. Retail’s future will depend on how physical stores can adjust to and coexist with their digital counterparts. For many retailers, one solution is right above their heads.

Video surveillance technology combined with artificial intelligence can identify age, gender and even read the mood of customers when they enter a store. In fact, the technology is already built into some modern video cameras. In an instant, shop owners can make recommendations based on what the hot-selling items are for a particular age group. With a customer’s consent, a customer loyalty program can even be set up, leveraging data from facial recognition software. By matching faces taken from real-time video with a database of previously stored images of faces, salespersons can identify and greet the shopper by name, establishing a closer connection and creating a personalised shopping experience for each individual.

Videos can also help track customer behaviour through heat mapping. This technology tracks a customer’s path through the store and what products they’re looking at, highlighting a store’s hot spots, dead areas and bottlenecks. This way, retailers can optimise their store performance by changing layouts or implementing marketing promotions for certain products.

In Australia, it is widely reported that Westfield shopping malls collect data on all who enter their premises, as are Vicinity Centres, which includes DFO and Chadstone Shopping Centre in Melbourne, as well as Chatswood Chase in Sydney.

Shopping centres such as these are already using video technology to monitor purchasing habits, as well as tracking mobile phone locations for hyper-local targeting, accessing web browsing history of those who connect to free WiFi, identifying an individual’s demographic profile and even using emotion recognition software to read mood.

The Sydney Morning Herald reported in December 2017 that advertising giant Val Morgan is rolling out facial recognition and mood analysis advertising screens that serve customised ads after scanning the face of whoever is looking at the screen.

Large retailers have been using video analytics to improve operations such as deployment of staff and product display, as well as systems to monitor footfall and how customers move around the store.

The use of video technology not only benefits the stores; it can also help guide the customers to the exact products they are interested in and divert them from products that are not relevant. The entire customer experience only improves by learning their behaviour and by combining the online experience with the physical experience. Why waste time walking into a shop, looking for a product that’s already sold out? By searching relevant information online, the shop assistant knows when the product can be delivered directly to the customer. It’s all about fusing the online experience with the physical experience and this provides the customer with renewed power.

The opportunities are endless. Beyond the basic functions of security monitoring and recording, video technology offers myriad functions that can help retail businesses further their business outcomes. From using heat mapping as a customer management tool, to using facial recognition to personalise and elevate the customer experience, video technology holds a wealth of hidden potential.

Latest News

The Best Time Of The Day To Check Your Emails
  • Opinion

The Best Time Of The Day To Check Your Emails

Bombarded by too many emails? Are the the little buggers taking up more of your time than they effectively should? Well, let Inventium founder and B&T regular Dr Amantha Imber (pictured below) pass on her sage words on tackling your electronic mail avalanche… I have a confession to make. I love checking email. I love how productive I feel smashing through […]

Opinion

by B&T Magazine

B&T Magazine
Culture As A Competitive Advantage
  • Opinion

Culture As A Competitive Advantage

Emma Bannister (pictured below) is founder and CEO of Presentation Studio, APAC’s largest presentation communication agency and author of the book Visual Thinking: How to transform the way you think, communicate and influence with presentations. In her latest B&T post, Bannister says a good office culture brings a myriad of advantages you probably have not even […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 
  • Campaigns

M&C Saatchi’s This. Film Studio Announces Nat Geo Doco Series On Rhino Conservation 

M&C Saatchi Group’s film and television production studio THIS. has revealed its first major project, a two-part documentary series in partnership with National Geographic, Cisco Systems, Canon Australia and Land Rover South Africa. The documentary series, hosted by cricket legend Kevin Pietersen and outback wrangler Matt Wright with conservationist and Canon Australia Photographer, Julia Wheeler, […]

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]