EuroCIS to present electronics for shopper behaviour
At EuroCIS 2018 in Düsseldorf the exhibitors will put digitally based in-store analytics in focus. Those analytics can provide retailers with valuable control and comparative data. The data required is furnished by modern IP cameras and smart evaluation programs.
State-of-the-art cameras can do much more than just discourage shop lifters or burglars and help identify them. In conjunction with smart software they also make it possible to analyse shoppers’ behaviour in detail. The next edition of the EuroCIS from February 27 to March 1, 2018 will present such systems, which can indentify car number plates on the parking lot, for example, and give retailers an idea about their current catchment area thereby making marketing plans more effective. They can count shoppers on the retail space – making it possible to determine the conversion rate and initiate targeted measures for improving the footfall-purchase ratio. They follow shoppers’ paths and generate heat maps of the individual store zones, thereby producing a clear picture of the number and residence time of shoppers in individual store areas. On the basis of this data shopping paths can be better controlled and campaign zones can be positioned in optimum locations.
Furthermore, it is possible to identify groups of shoppers by gender, age and other criteria, the organizer of EuroCIS states. This way ranges and campaign offers can be especially geared to the shopper structure. And: By facial recognition these cameras can identify registered regular customers in order to welcome them to the store with a mobile phone message or to upload shoppers’ data to sales assistants’ tablets for a targeted sales conversation.
At EuroCIS 2018 a multitude of technical solutions will be presented to do this. The focus will be on state-of-the-art IP camera technology and its versatile possibilities. It is gradually replacing the photoelectric barrier, radar or laser technologies used in retail for years, but only for frequency detection. Store analytics tools help over-the-counter retailers to catch up on this headstart – but only if they take a conceptual approach and are prepared to invest in technology and human know how, states the organizer.