Guest Series Part 2: Leveraging Intelligent Video In-Store For Multi-Dimensional Benefits

By Brad Fick, President, Direct Source, Inc.

With more and more retailers moving their networks ahead with IP-based video systems, more intelligent data is available for store use. Retailers are able to leverage shopper activity caught on camera and turn it into information used to report when shoppers arrive and depart a store. With the addition of video intelligence information tied into the point of sale (POS), retailers can now get an integrated understanding of a shopper's behavior and see what happens between the store entrance and exit.

Fully understanding shopper behavior allows a retailer to know its customer base better than ever before. What was once used primarily for security purposes is now stretched across all business departments in order to fully comprehend store performance. Retailers can start influencing purchases and decisions in-store, and previous unanswered questions can finally be addressed. Where did the customer go in the store? How long did they stay at a certain aisle? What items caught their attention? What caused them to purchase? Which promotions are working within the store?