Opinion Finding efficiencies through analytics


An unprecedented year all round, one thing we have all learnt in 2020 is that digital communications are a life saver! Providing entertain- ment, education, contact with loved ones, plus access to essential ev- eryday shopping; the digital interface kept us all functioning through a very difficult time.


Unsurprisingly, since many non-essential shops


were


closed, online shopping rose sharply during lockdown with one-third of all retail purchas- es being made online, a record high, according to data from the Office for National Statis- tics. Where retailers had al- ready invested in slick digital


likely to improve over time and retailers can do a lot to man- age the situation by communi- cating with shoppers to reas- sure them that all government guidelines are being adhered to, to make their shopping ex- perience Covid-secure. We are seeing an increased demand for digital signage used specifi-


seamless movement between channels is vital to finalizing a transaction, whether in-store or online. The click and collect model enabled many retailers to continue to operate during lockdown, restricting access to the shop floor yet maintaining supply of everyday essentials. Now with in-store safety proce-


will find opportunities to not just weather the storm, but to come out stronger. Analytics, with its framework of AI and sensors, can be a powerful tool in creating ef- ficiencies for businesses and end users. They have real and concrete applications that can help to drive profits.


In retail, collecting and cate- gorising consumer information quickly can mean the differ- ence between connecting with customers and watching them pass by. For example, using an- alytics in advertising increases efficiencies in campaign man- agement. Many content man- agement systems can securely and safely collect metadata. Tracking pixels in the content can provide a record of when an advert played. Sensors in the camera can show how many people watched the con- tent and for how long. Shoe store managers playing clips of different sports in the window might be surprised to learn that passers-by are more drawn


Comments attributable to Jon Raines, end user account manager, NEC Display Solutions.


tent performance, including the impact displays have on sales. Anonymous facial detection technology delivers an advan- tage traditionally reserved for e-commerce, and the business intelligence it delivers to retail


customer-oriented, offer retail- ers a competitive edge during a challenging time. Analytics will become the new gold-standard tool for businesses.


NEC's ALP (Analytics Learning Platform) is an anonymous business intelligence platform that provides key insights based upon on human behaviours inside brick and mortar environments.


platforms, they were able to re- spond accordingly. For others, the current crisis is a wake-up call to ensure their digital offer- ing is up to scratch.


Covid-19 may have changed the shopping habits of the na- tion, according to research by Wunderman Thompson Com- merce. With a new-found con- fidence in digital technology, 51% said


they would retain


some of their new purchasing behaviours. Much of this can be attributed to uncertainty over safety however, with 62% of shoppers feeling less positive about shopping in-store. This is


cally for such communications, they can be instantly updated and moved to wherever they are needed to remind shoppers to practice social distancing and to wear a face covering. Today’s consumers want to engage with brands and stores on their terms whether online or in-store. When contemplating a purchase, consumers typical- ly begin their research online and then visit a store to see the product in person. Of course, some consumers begin


their


journey in-store and later make purchases online. In-store technology that facilitates the


dures in place, click and col- lect remains an excellent tool to support efficient inventory management and staff alloca- tion; shoppers are guaranteed fuss free satisfaction whilst the opportunity remains for addi- tional spontaneous purchases.


Analytics weather the storm


In the face of challenging times ahead, retailers would do well to find ways to improve their operational efficiency. Compa- nies that maintain or deploy tools that free their employees to focus on their main business


In retail, collecting and categorising consumer information quickly can mean the difference between connecting with customers


Covid-19 may have changed the shopping habits of the nation, according to research by Wunderman Thompson Commerce. With a new-found confidence in digital technology, 51% said they would retain some of their new purchasing behaviours.


to basketball than football in their neighbourhood, which can help them tailor the con- tent they display. Sensors


can also collect


metadata on the viewers them- selves, classifying them by gender and age. Our shoe store manager may find that women are stopping for the football clip whilst men are stopping for the basketball clip, and ad- just stock accordingly.


The power of data


The popularity of NEC’s US roll-out of its Analytics Learn- ing Platform (ALP), which helps stores personalise the customer experience through secure data, shows how power- ful this tool can be. Due to high demand, NEC’s ALP solution will be rolled out throughout EMEA in the near future. What brick-and-mortar has lacked until now is the ability to deliver relevant advertising and to accurately measure con-


will be a big story in the coming years. There is tremendous po- tential to drive traffic, engage- ment, conversion and reduce friction; retailers will have the ability to create deeper experi- ential environments and track engagement.


By choosing a retail display solution that utilises anony- mous video


analytics, you’re


doing more than adding an ex- tra layer of technology - you’re creating an experience tailored specifically to the individu- als, leaving them with a more personal impression that does wonders for your brand. In- sights and analytics are crit- ical in driving an efficient omni-channel shopping expe- rience. It is very important for the retail to have well defined goals and metrics for the ana- lytics and data they are gath- ering, however. Without those goals and metrics - data is just data. The efficiencies of targeted information, whether internal or


What is ALP?


NEC's ALP (Analytics Learn- ing Platform) is an anonymous business intelligence platform that provides key insights based upon on human behaviours in- side brick and mortar environ- ments. ALP helps your phys- ical space become personal, efficient, dynamic and smart. All thanks to a proven ecosys- tem that harnesses sensors, data and smart content. With ALP, you'll be collecting valu- able, actionable data to make your spaces and places more profitable. Traffic numbers, impressions,


dwell time and


demographic data all help you make faster, better business decisions. It all comes together in a real-time dashboard. Think of it as your brick and mortar's central nervous system.


P13 AV News October 2020


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