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IP surveillance will help retailers make the most of the festive period

Retailers using IP surveillance to observe and measure in-store activity will be able to make the most of the festive shopping period and maximise sales, according to Axis Communications.

The global leader in the network video market says that retailers will improve their bottom line and better meet customer demand over what is their busiest time of year, if they use network video to drive more targeted decisions about merchandising, store layouts and in-store operations.

Atul Rajput (photo above), retail business development manager at Axis Communications, said: "As well as playing a crucial role in improving security and reducing shrinkage over the Christmas period, IP surveillance can be used to measure and understand customer behaviour and in-store performance.

"For example, customer traffic needs to be monitored regularly to ensure staffing levels are correct, which can be more easily achieved using people counting solutions integrated with IP surveillance.

"Additionally, this technology can be used to see how customers respond to in-store advertising and digital signage, so retailers can improve their display and marketing strategies and therefore drive sales.

"Valuable input on improving store design can also be gathered using IP surveillance. By integrating these systems with heat map analytics, retailers can immediately evaluate the impact of floor change layouts on customer flow and sales, by combining mapped traffic patterns with point of sale (POS) data.

"Furthermore by having anywhere, anytime access to a network video system, retailers can gain valuable business insights into consumer and store activity, allowing them to streamline operational processes and improve customer responsiveness." 

Perhaps most importantly, this technology is helping retailers improve service levels and keep customers happy. By generating real time alerts when queues exceed predefined thresholds or flagging up lack of on-shelf product availability, retailers can efficiently respond to customer demand, enhancing the customer experience and making stressful shopping trips quicker and easier.

Rajput said: "With fierce competition and trading at its lowest for six months according to the British Retail Consortium (BRC), retailers need to be doing all they can to understand their customers and improve in-store operations. IP surveillance is enabling retailers to do this more quickly, easily and efficiently than ever before, keeping Christmas shoppers happier and ultimately maximising sales."

For more information about Axis Communications' retail surveillance products visit www.axis.com/retail.

About Axis
Axis is an IT company offering network video solutions for professional installations. The company is the global market leader in network video, driving the ongoing shift from analogue to digital video surveillance. Axis products and solutions focus on security surveillance and remote monitoring and are based on innovative, open technology platforms. Axis is a Swedish-based company, operating worldwide with offices in more than 20 countries and cooperating with partners in more than 70 countries. Founded in 1984, Axis is listed on the NASDAQ OMX Stockholm Exchange under the ticker AXIS.

For more information about Axis, please visit our website at http://www.axis.com