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Surveillance equipment in Shopping Malls: A Marketing Tool for Analyzing Consumer Behavior?

Surveillance equipment in Shopping Malls: A Marketing Tool for Analyzing Consumer Behavior?

Surveillance equipment in Shopping Malls: A Marketing Tool for Analyzing Consumer Behavior?

Closed-circuit Television also is known as video surveillance, is the use of video cameras to transmit a signal to a specific place, on a limited set of monitors. It differs from broadcast television in that the signal is not openly transmitted, though it may employ point to point (P2P), point to multipoint (P2M), or mesh wireless links.

When Marie Van Brittan Brown (October 30, 1922 – February 2, 1999) invented the home security system a precursor to the CCTV, little was known of its possible use as a marketing tool. A 2009 analysis by Northeastern University and the University of Cambridge “Public Area CCTV and Crime Prevention: An Updated Systematic Review and Meta-Analysis.” The analysis found that:

  • Surveillance systems were most effective in parking lots, where their use resulted in a 51% decrease in crime;
  • Public transportation areas saw a 23% decrease in crimes;
  • Surveillance systems in business environments improved interactions between colleagues as well as reduced corporate misconducts by 50%.

Not so surprised that the above findings point mainly towards crime reduction!

However, as security companies in Nigeria grow more sophisticated, advanced marketing technology agencies can collect security camera data from retailers to reveal foot traffic, line formations, where and how people linger, which products are most popular, and the aisles people browse in the most and for how long.

But because retailers technically use this footage mainly for security purposes, they are under no obligation to ask customers for permission to record them, or even disclose the fact they are being watched via video. These security videos have big potentials for becoming goldmines! Marketing insights can be generated through facial expressions of customers when they pick up items, the appeal of product arrangements on shelves, which brands promote spontaneous spending, which items customers touch or pick-up most through the day, etc.

The security footage surely can help shop managers place promotions in the optimal spots for high impact in-store marketing. Are you a mall owner? what are you waiting for?

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