Retail Technology
| Log in | Subscribe



Subscribe | Log in
Retail Technology
Subscribe

An internet protocol (IP) based network video solutions provider discusses how the latest in surveillance technologies are helping to revolutionise the way retail professionals work with loss prevention, fraud detection and security

An internet protocol (IP) based network video solutions provider discusses how the latest in surveillance technologies are helping to revolutionise the way retail professionals work with loss prevention, fraud detection and security

 

Retailers are currently facing some of the most challenging conditions as competition is getting tougher and margins are lower. Added to this, recent statistics have revealed that the year-on-year cost of theft to retailers has soared, further affecting the bottom line.

 

The British Retail Consortium recently surveyed 54 retailers, who represent almost half of Britain’s retail turnover, and the results revealed that shoplifters make off with goods worth almost £400,000 every day. Furthermore, the average price of goods stolen in one theft has risen from £45 to £75.

 

In the current economic climate, Axis Communications argues that retailers are even less able to withstand this shrinkage, which is why it is keen to talk up what it sees as an IP-based or network video surveillance revolution.

 

Saving time and delivering better results

 

As the name suggests, network cameras incorporate video surveillance into the retailer’s IT infrastructure, which makes it easier to find, share and access images over the computer network rather than having to trawl through hours of videotape footage.

 

Axis said an IP-based network camera delivers high quality images with higher resolution so making it easier for the retailer or the authorities to identify people or even objects involved in shoplifting and other criminal offences. It also means that clear, admissible evidence can be provided if prosecution is necessary.

 

It added that network video surveillance adds real business value for retailers and is capable of far more than helping to reduce shrinkage. When integrated with network video, there are a number of intelligent applications that stores can use to both monitor instore activity and understand customer behaviour to help optimise store layouts and therefore sales.

 

Network video can be integrated with queue management solutions, which provide data on queue length, waiting and total checkout times. Heat mapping can also be used to mark out the main paths that customers are taking. This information can then be used to prevent congestion and indicate where in the store, staff should position merchandise.

 

Electronic article surveillance (EAS) or security tagging is another application that can be integrated with networked cameras to clamp down on opportunistic thieves. Alarms can be triggered by EAS tags or labels that haven’t been removed, so that when these items leave the store, security personnel can be sure that their network cameras have captured the moment of exit.

 

Making the move from analogue

 

More and more retailers are now realising the many benefits of IP surveillance and considering a move from traditional analogue CCTV, according to Axis. In fact, a recent independent research report commissioned by the provider showed that although more than three quarters of the respondents (77.9%) still rely on analogue CCTV and 71.2% were planning to rollout network cameras.

 

It added that, it is not only the retailers that are adopting or considering adopting IP surveillance, but also shopping centres too. Douglas Court Shopping Centre in Cork, Ireland has 113 store units, 2,000 car spaces, a multi-screen cinema complex and a large variety of pubs and restaurants. The centre recently adopted an IP solution so that staff can store, compile, analyse and share high quality images and information on potential and known shoplifters and troublemakers quickly and effectively. Scope for expansion of the surveillance system was also needed, as well as the cameras needing to have nearly 100% coverage of the site, both inside and outside the complex.

 

A total of 180 Axis Communications network cameras have been installed in the shopping centre to cover both the car parks, as well as the shopping centre. The provider explained that this surveillance system was adopted to not only to cut crime, but also to determine customer habits in order to position stock more effectively, help manage peak periods and help with health and safety compliance.

 

Added to this, the centre installed a total of seven Alpha Vision Design automatic number plate recognition (ANPR) dedicated cameras at each entrance to the car park. The system collects images of the number plates of all vehicles coming in and then extrapolates this information into digital form before sending the data via the shopping centres wireless network to a server inside the central monitoring room. This information is used by staff at Douglas Court to see how often and for how long customers stay at the centre.

 

An alert system has also been integrated so that management can be notified if the cars of suspected offenders have entered the car park. This system can also be used to monitor the frequency of shoppers coming to the centre, and can be used by staff for wider marketing such as to send messages to customers’ mobile phones or even offer incentives to keep coming back.

 

Loss prevention will always remain a key concern for retailers but, according to Axis the emergence of IP surveillance, is a very effective way to help reduce shrinkage from both internal and external sources. And more than that, it added that this technology helps them to understand customer behaviour, improve in-store operations and above all, keep their customers happy to ensure repeat business.