Pevec d.d. is a large Croatian retail chain which offers a wide range of non-food articles since 1990. Lately, the marketing department became aware of the benefits of these cameras. Hence RC100-5100 mini dome cameras and RC1100-1241 box cameras of the brand RIVA have been installed in Pevec stores, to count customers and therefore optimize marketing activities and plan sales space.
Pevec d.d. is a large Croatian retail chain which offers a wide range of non-food articles since 1990. Now Pevec operates 13 retail stores nationwide, with a surface of 4.500 up to 17.000 Square Meter and employs 900 persons in total. To prevent thefts and burglaries, video surveillance cameras have been installed in all stores since their opening. In addition development of technology is continually monitored, and new technologies, such as video content analysis, are implemented. Lately, also the marketing department became aware of the benefits of these cameras. Hence numerous RC100-5100 mini dome cameras and RC1100-1241 box cameras of the brand RIVA have been installed in Pevec stores, to count customers and therefore optimize marketing activities and plan sales space. Additionally the RIVA cameras are used to extend the existing security system.
The mini dome RC100-5100 is a H.264 2-way audio IP camera with CMOS sensor for indoor use and offers a frame rate of up to 30 fps. The RIVA RC1100-1241 box camera is equipped with a mechanical IR cut filter and is therefore ideally suitable for day and night usage. Like all RIVA cameras both devices include the intelligent video analytics, powered by VCA Technology, as a standard feature at no extra costs. Additionally, the cameras have been equipped with a filter for People Counting. Thus customers in large groups can be counted easily, entrances and exits can be differentiated and data can be transferred in real time. The cameras could have been integrated in the existing security system quickly and easily.
The installation was made by Alarm Automatika Ltd., one of the largest regional distributer of security solutions, offers complete solutions to customers - from project to realization, maintenance and software integration.
Benefits due to People Counting at entrances and exits
Nowadays People Counting is a common marketing instrument because it provides reliable data to analyze customer behavior. These data are very important to evaluate and therefore to optimize point of sale activities. Using the People Counting filter the evaluation can be made easily and quickly: Firstly, the number of customers is counted. If the visitor amount increased within a promotion period, the promotion can therefore be valued as short-time successfully. After finishing a promotion it is measured, if additionally acquired customers continue to visit the store and if the promotion thereby results in long-term success.
Another important point is that the marketing department needs to clarify, how many customers are actually buyers. This can be found out easily by comparing People Counting data with cash desk data. If many people visit the store but only a few are buying, the product range, product presentation or product placement should be rearranged. If less people visit the store but most of them are buyers, marketing activities, pursuing the main objective to attract new customers, should take place.
Another advantage of People Counting is the reduction of labor costs. With a full knowledge of the customer amount at specific daytimes, weekdays and seasonal periods, the number of employees can be defined perfectly. On top, opening hours can be optimized depending on how longer opening hours influence customer behavior.
Benefits due to People Counting inside a store
Cameras in selected parts of a store generate even more benefits. For example due to People Counting the sales floor can be used better. This is very important for large retail stores like Pevec because not every customer visits the whole sales floor of up to 17.000 Square Meter. If specific parts of the store are visited more often than others, marketing activities should take place there and products which need special support should be placed in these higher frequented parts. Furthermore the way which customers cover while shopping, can be highly influenced due to intelligent product placement of best-selling products. Because of transferring real-time data, also queues at cash points can be reduced. If too many customers are queuing, an alarm is triggered and thus another cash point can be opened immediately. Due to People Counting in different stores of one retail chain, stores can be compared and thus strengths and weaknesses can be analyzed better.
Conclusion
After successful installation and implementation of the RIVA cameras, Pevec could optimize their marketing activities quickly and efficiently. Pevec: “People counting functionality is a great help for our marketing department and for planning of space and activities in our retail centers.” Furthermore the RIVA cameras improve the existing security system so that a higher protection against theft and burglary is provided. Now Pevec is thinking about equipping also other retail stores with RIVA′s RC100 and RC1100. ?We are satisfied with system performance and are considering implementing People Counting functionality in our other retail centers.“