Video Analytics for Retail Stores and Marketing
A PR laden article that has a few useful insights into smart cameras. It notes limitations of smart cameras and then discusses their applications for retail stores, marketing research, and advertising.
Limitations
However, computer vision has yet to achieve the level of intelligence critical to video analytics systems. “I think one of the limitations of currently available video analytics systems is their accuracy level. Most applications are not 100 percent accurate because computers still lack the visual intelligence that humans possess,” noted Michelle Tecson, sales and marketing executive associate at Neugent. In people counting, for example, computers currently count blobs—blobs of people coming in, whether two people entering together side by side or one large person with a shopping cart. Both will be counted as one. When a person is standing directly behind another person sitting down, with his back on the sitting person, the computer will recognize them as one instead of two.
Applications:
Retail stores use video analytics to identify hotspots within a store. The term “hotspot” was coined by weather channels that show typhoon areas in color codes. In the retail arena, hotspots are places within the store that are most frequented by customers. By accumulating data on customers’ movements within the store over a period of time, the storeowner can create a color-coded map identifying hotspots. Based on the identified hotspots, the storeowner can plan the future layout of the store or the positioning of merchandise to boost visibility of items and increase profits. . . .
Video analytics in market research and advertising is a slightly more sophisticated system, but the benefits are real and tangible. Mariano observed that in some applications, face recognition technology is involved. “It’s a fairly new DVR application. Some companies in the US, such as Brickstream and Shoppertrak, are installing DVR solutions to analyze customer behavior in such places as banks, retail stores, grocery stores or gasoline stations,” he said. Mariano cited one project his former company had with McDonald’s in Philadelphia in the US, which involved counting cars going through drive-thru lanes, and detecting and classifying the gender of drivers based on their facial characteristics. They discovered that the DVR solution was 70 percent accurate, which was not bad for a machine. . . .
Advertising agencies have also introduced some video analytic solutions that measure the impact of an ad to a passerby or bystander. It detects a face (if it’s male or female) as well as the face’s movement, whether it is looking at the ad on the wall and for how long, or looking away from it.
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