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News

Sports Club Takes Video Analytics To Understand Customer Behaviour

Mobotix : 12 September, 2012  (Application Story)
The Paringdon Sports Club is using in-camera video analytics on board Mobotix Hemispheric cameras to improve customer service through analysis of footfall within the liesure facility
Sports Club Takes Video Analytics To Understand Customer Behaviour

MOBOTIX has released details of the first commercial project in the UK to take advantage of its revolutionary in camera analytics technology.

Switchnet Systems, a MOBOTIX Advanced Partner, has deployed a Hemispheric Q24 camera at Paringdon Sports Club in Harlow Essex that includes built-in MOBOTIX video analysis tools to generate statistical data inside the camera for real-time analysis and export as a structured report.

As Troy Mead, Sales  Director of Paringdon Sports Club explains, “We were already planning to upgrade  our CCTV  when Switchnet Systems explained that for the same price we could effectively have a customer analysis solution to help us understand the activity of our members and non-members. The statistical analysis will provide invaluable information regarding footfall within our building and will assist in future strategic business decisions.”

Founded in 2011, Paringdon Sports Club sits on the former staff leisure and sports ground for local employer GlaxoSmithkline and provides its 800 registered  members and guests with opportunities to  improve health and fitness, learn new sporting activities, participate in team sports and social events.

The 17 acre site includes 4 full size football pitches, 2 tennis and netball courts and has an adjoining clubhouse with indoor sports facilities, fitness and dance classes. The club also has a well-equipped gymnasium, 4 squash courts, snooker room, changing facilities and Sauna. The clubhouse is also licensed premises and CCTV has proven useful for security and to help enforce health, safety and fire regulations.

The club is using MxAnalytics to monitor people entering and leaving the premises to generate statistical data. The People counting information has allowed the Club to analyse footfall within a specified period and areas of reception. The people counting can be compared against data from the clubs members ‘electronic sign-in’ system to help the management team create new membership programmes that hopefully encourage guests to become full members.

“The “Heat mapping” capabilities will provide accurate statistical data relating to advertisement and sales promotion within the reception area,” explains Mead “Within reception we have a variety of special offers to existing and non-members, we have various internal and external classes taking place and the graphical analysis will provide us with a clear visual of what’s attracting potential new members, allowing us to strategically tailor our business and sales promotions in the future.

“The other area where the MxAnalytics can help is in potential overcrowding,” explains Mead, “We can tell extremely quickly how many people  are in the building including staff, members and guests which is essential for health and safety as well as working out staffing levels.”

The system has proven extremely reliable since its installation and the Sales Director believes that the improved visibility over the club will help the management team to improve customer service and develop new revenue generating opportunities.

As Gregg Pike, Director for Switchnet adds, “The technology is well integrated and highly configurable and we have already had interest from existing customers, especially within retail and club environments around the potential to upgrade MOBOTIX installation to include new analytics capabilities.”

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