The line between security and customer analytics is becoming more and more blurry. And, according to an article on NRF's website, STORES.org, retailers are beginning to realize that for them, the two can be one in the same.
Case in point: Brown Shoe Co., which has partnered with Prism Skylabs to gain cutting-edge loss prevention technology and priceless customer analytics data for its Famous Footwear and Naturalizer stores.
The system combines next-generation video surveillance with detailed customer analysis, enabling stores to track the path that customers take through their stores, what merchandise they’ve touched, where and for how long.
“We can hire marketing companies that do this by sitting outside the store and observing. They count customers, look at linger time and where customers are going,” [vice president of asset and revenue management Jon] Grander says. “With Prism, we not only do this in real time but over an extended period of time. We can also watch thousands of customers across different platforms and gather some very interesting information to improve our store designs, promotions and what our sales associates are doing.”
As budget-conscious companies seek for ways to do more with less, technology like Prism Skylabs only makes sense. We expect to see more security-marketing convergence like this in the coming years.