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.

Please login with linkedin to comment

IP video technology Jordan Cullis Milestone Systems Retail Retail Marketing

Latest News

Eyeota Enhances Reach And Targeting Precision For RDA Research
  • Marketing

Eyeota Enhances Reach And Targeting Precision For RDA Research

Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby
  • Media

Enthral Strengthens Journalistic DNA By Hiring Channel 7 Reporter Sean Sowerby

Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad
  • Campaigns
  • Technology

Blis Puts Its CEO In The Desert In Clever New “Data Drought” Ad

Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]

Agency Icon Sweeps The SABRE Awards
  • Marketing
  • Media

Agency Icon Sweeps The SABRE Awards

Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]

Former Agency Execs Launch Car Service Summon
  • Marketing
  • Media

Former Agency Execs Launch Car Service Summon

Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]