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| The Benetton Megastore can be protected by means of video surveillance so as to reduce shrinkage |
With more than 1.000 m² the Benetton Megastore in Vienna's Kärntner Straße offers its customers the complete fashion collection of the Italian label. In order to develop the success of the company further, it is vitally important to keep the shrinkage as low as possible. Moreover it is essential to adjust and address the Point-of-Sale with the needs of the customer in mind. At this point, it is crucial to generate the right information regarding customer traffic flows and movement behaviour.
"In order to make this possible, we use a new era in multifunctional video equipment for our Benetton Megastore in Vienna's Kärntner Straße - the Observer from NETAVIS", as Tino & Marc Wieser, CEO's of the Benetton Megastore, state.
The software platform from NETAVIS has been installed by Thomas Tauscher and his team of Uraeus Sicherheitstechnik. Thanks to it, the Benetton Megastore can be protected by means of video surveillance so as to reduce shrinkage. Additionally the integrated module iCAT, which is developed by NETAVIS, allows customer frequency measurements. This data allows the store's "conversion rate" to be better monitored and also helps the store to initiate more targeted marketing activities. The collected data is not personalised, due to reasons of privacy protection. Only the "object customer" gets counted.
Wolfgang Baumgartner, CEO of NETAVIS explains: "So far the greatest challenge of frequency measurement systems was that other systems had several sources of error. Hence the generated information is heavily falsified. With the use of Smart Trip Wire© Technology,
it is now possible to picture specific entrance situations. Therefore the quality of automated frequency measurement can be improved significantly."
The Benetton Megastore relies on the IP-based software platform Observer from NETAVIS
Another benefit of the installed solution is that several cameras and counting stations in the Benetton Megastore can be administrated by only one server. "This allows for video surveillance information, as well as frequency measurements to be run on the same infrastructure. Consequently costs can be reduced and system performance increased", as Wolfgang Baumgartner states.
In the future, frequency measurements in the Benetton Megastore are going to be augmented by a zone concept. Through this additional customer data, such as length of stay, number of stops, pace and direction, can be gained.
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