Mak­ing tech a stan­dard fix­tures in brick-and-mor­tar re­tail

Foot­fall count­ing is fast be­com­ing brick-and-mor­tar re­tail’s first step to­wards mea­sur­ing data. Sev­eral com­pa­nies are of­fer­ing the so­lu­tion that works with dif­fer­ent tech­nolo­gies and the so­lu­tions are seen mostly as cost-in­ten­sive in­vest­ments as most of t

VM&RD - - Digital Download - Satarupa Chakraborty

What are the com­mon tech­nolo­gies used in foot­fall count­ing de­vices here in In­dia? Foot­fall count­ing de­vices that are avail­able in In­dia mostly work with cam­era or IR beam tech­nol­ogy. The is­sue with these tech­nolo­gies is that they count both hu­man and non-hu­man fig­ures re­sult­ing into wrong data. Cam­era also has the is­sue of low light etc when it comes to of­fer ac­cu­rate data.

What’s the tech­nol­ogy used for your foot­fall count­ing de­vices?

At our R&D cen­ter, we have cre­ated our own pro­pri­etary ar­ray of sen­sors, which are ba­si­cally warm blood ar­ray. It cap­tures ther­mal im­age at the oc­ca­sion of each foot­fall event thus al­low­ing us to cap­ture very nar­row ther­mal sig­na­ture which cor­re­sponds to hu­man body tem­per­a­ture. The sys­tem ef­fec­tively elim­i­nates non­hu­man ob­jects that en­ter the store. These de­vices then reg­is­ters the data through in-store wi-fi to the re­tail cloud plat­forms, which are avail­able with us.

In­stal­la­tion and cost are two prime is­sues, due to which many re­tail­ers shy away from these de­vices. How does your de­vice ad­dress these two pa­ram­e­ters?

Mostly, these data-driven IoT de­vices are im­ported from abroad and hence, they have been ex­pen­sive. At Joss­box, we are con­duct­ing ev­ery­thing in In­dia start­ing from R&D to man­u­fac­tur­ing to last mile sup­port here in In­dia, thus re­duc­ing the cost ef­fec­tively. Our mis­sion state­ment is to be­come “Google An­a­lyt­ics” for re­tail stores.

We have de­vel­oped our prod­ucts in such a way that it can be in­stalled in any re­tail en­vi­ron­ment with­out much mod­i­fi­ca­tion in the struc­tures. For ex­am­ple, in foot­fall count­ing, we have wired as well as bat­tery- op­er­ated op­tions. The lat­ter va­ri­ety fits well in re­tail en­vi­ron­ments where its’ a chal­lenge to in­stall any sort of cable. It’s ex­tremely small and mod­u­lar and up­dates the data in cloud in ev­ery cou­ple of hours.

Many times re­tail­ers think sales fig­ures give them all the info they re­quire about a store’s per­for­mance. How­ever, the truth is, the sales fig­ure is a con­se­quence of sev­eral per­for­mance pa­ram­e­ters. Sale is a func­tion of sev­eral crit­i­cal met­rics like foot­fall, con­ver­sion ra­tio, cus­tomer sat­is­fac­tion, store lay­out to name a few. If you can­not mea­sure these met­rics you can­not con­trol them.

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