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Retailer Uses RFID, Social Media and Cameras to Track Shopper Behavior
ISA Boutique is utilizing the hybrid solution to identify which products are of interest to shoppers, as well as where inventory is located and when it requires replenishment.
Because shoppers often interact on their phone while making a purchasing decision, the store also wanted to be able to know what was being said about their products online. Therefore, customers can use the store's Wi-Fi network, but must first provide their social network ID so that the retailer can view comments about its products between shoppers and their friends. Once a customer attempts to connect with the in-store's Wi-Fi access point, a Web link pops up on that person's devices, asking him or her to connect with the retailers' social-media platforms, such as Facebook, Twitter or WeChat. The shopper is then directed to the corresponding social-media application. Once customers "like" or "follow" the retailer's social-media platforms, they can then use the in-store Wi-Fi.
Adopting Infinitum Retail enables ISA Boutique to have a deeper understanding of customers' demographic and behavior, Tsa explains. The data analytics provides the retailer with the information it needs to design effective marketing campaigns, he adds.
Infinitum Retail also has a facial-analytics component, though ISA Boutique is not yet using this feature. With the system, the CCTV camera captures an image of a person's face and passes that photo to the Infinitum Retail software's video-analytical algorithm so that it can estimate demographic information, such as gender, race, age range and expression (such as smiling). "For the sake of accurate analytical result," Lee states, "the CCTV or camera should be located in the area of sufficient lighting and [be] able to capture the front side of the whole faces of customers." That information would help the retailer to understand what kinds of customers are interested in a product, he explains, and to ascertain their level of interest based on their facial expressions.
IR-Furniture read data can be paired with this facial-analytics data to identify which items customers pick up. Infinitum Retail has been launched since early October 2015, Lee says, and ISA Boutique is among its first customers.
"In the IoT era," Ting says, "our major focus should be placed on the utilization of solution and information under the customer-centric business environment." He adds that "understanding customers' behavior and needs can help retailers with the market share."
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