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Customer counting system installed in US retail chain

DigiOp Technologies : 28 September, 2009  (Application Story)
DigiOp DVR technology equipped with ObjectVideo intelligent video analytics is helping a US retail chain to optimise operations through people counting
DigiOp Technologies, with technology provider ObjectVideo, has successfully completed a nationwide deployment of its video management systems for Limited Stores (The Limited), a retailer of women's apparel with 220 shops.

The project consisted of the installation of DigiOp's Digital Video recorders with intelligent analytics capabilities from ObjectVideo and cameras in shops across the United States.

Although primarily known as a manufacturer of video management systems for physical security and surveillance applications, DigiOp was approached by The Limited with a need for a more accurate customer counting option than what was then being used in shops.

DigiOp's Digital Video recorders, which include industry-leading Video Analytics capabilities from ObjectVideo, enable shop managers and executives of The Limited to more accurately track the number of customers who visit their shops. ObjectVideo technology delivers full functionality for the detection, classification and tracking of objects, and the outputting of relevant events for a growing number of security, safety and business intelligence applications.

Roger Coville, Chief Information Officer for The Limited said, "DigiOp's retail solution has provided us a reliable way to measure and monitor the traffic in our shops. We are now able to use this tool to improve our service levels to our customers, reward our associates for their shop's success, and appropriately deploy staff to accommodate our peak shopping times. These enhancements enable The Limited to be more effective, more competitive and ultimately, more profitable."

In the initial pilot test prior to deployment, The Limited compared the performance of thermal imaging customer counting capability with DigiOp's ObjectVideo-based Video Analytics option. DigiOp's solution provided substantially more accurate counts when compared to the thermal imaging counts.

This more accurate customer counting method enables decision makers at The Limited to:

* Track individual shop occupancy data remotely
* Measure conversion rates to determine if shop assistants are effectively helping customers
* Improve customer service by tailoring staff levels for hours when customer traffic is greatest
* Evaluate effectiveness of advertising and marketing programs that are intended to drive traffic to shops

Because the DigiOp Digital Video management systems provide both traditional surveillance features of loss prevention and physical security as well as powerful Video Analytics capabilities from ObjectVideo, The Limited benefits from a more cost-effective solution and a quicker return on their investment.

"With the DigiOp solution, The Limited now has a powerful set of visual tools to enhance their ability to serve customers, refine merchandising effectiveness, and improve the security and safety of their shops," said Rich Mellott, President of DigiOp Technologies.

DigiOp Retail Solutions are also able to integrate with a wide array of point of sale systems to provide video enhanced business intelligence and can generate queue management data that can alert managers when customer service parameters are exceeded.
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