Marketing professionals are beginning to understand the power of video (Talent Zoo, Beneath the Brand blog) in the ongoing drive to better understand and serve customers. At Airship, we're always talking about the link between high-quality video and the business intelligence opportunities it can provide.
It's short-sighted to think of surveillance video simply as an expense (and high quality video as more of an expense) when it can bring huge returns in terms of better understanding of customer patterns, preferences and demographics.
Many companies spend lots of money on in-store customer surveys which are a burden on the customer and which provide self-reported information which is by nature subject to inaccuracies.
By using security and surveillance video to study customer behavior and the effectiveness of promotions and programs, businesses can collect better and more reliable data without intruding on the customer.
A good example of ROI-building business intelligence would be the discovery that though sales are slow during a certain period of the day across several locations of a retail operation, store traffic remains steady. A retailer could use that information to use PA system promotions, on the floor staff efforts, or other ways to improve conversions during this time period. And if the retailer also learned that different days or time periods during the day showed significant shifts in demographic, they could adjust their in-store and direct-mail promotions accordingly.
All it takes to boost customer experience and build revenue is good quality searchable video and a smart program for using it.
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Contributed by Abigail Hamilton, director of marketing for Airship Industries, a developer of advanced video surveillance solutions.