By Jackie Andersen
North American Retail Business
Development Manager
Axis Communications
Retail gets a makeover
roughly every 15 years, and mobility is
the industry’s latest transformation.
With the steady – sometimes overflowing
– stream of new technologies, it’s more
important than ever for retailers to
carefully consider which technologies
they adopt and to what scale. While each
new technology has its advantages, the
question should be: does it help solve a
problem or create one?
While retailers are notorious for being
risk adverse and major shifts are often
slow to start as a result, the reality
is that mobility is not a fleeting
technology. Since it is here to stay,
retailers need to create and adapt their
strategies to incorporate the new
challenges that inevitably follow,
especially for loss prevention.
With the inherent risks of mobility,
retailers need to manage the change and
develop an implementation strategy that
fits their needs and growth.
Established, yet nimble vendors and
integrators can help stores deploy
complementary technology solutions, such
as IP video surveillance systems.
For example, sales transactions can take
place anywhere on the floor with mobile
POS, yet still need to be verified.
Retailers can leverage some of the
technologies they already have in place
by linking network surveillance cameras,
video analytics, RFID tags and EAS
systems. With strategically placed video
cameras, LP professionals can actively
monitor whether a customer actually
scanned an item or scanned a
lower-priced item but put a
higher-priced version in the shopping
cart.
Retailers must also get buy-in from
internal partners. The LP team may own
the system, but the benefits of high
quality video can reach across the
organization. From marketing to
merchandising, mobility affects the
whole store, so it’s important to keep
other departments involved throughout
the process. Be sure to understand and
address each stakeholder’s pain points,
whether it’s maintaining customer
service despite losing that checkout
point or ensuring that stock levels are
maintained. IP video can be used to
address many of these issues, so it is
important to convey these additional
benefits early on to gain support for an
IP-based system. Cross-functionality can
skyrocket LP’s already high value in the
organization.
Change doesn’t happen overnight.
Retailers need to evolve at a pace that
fits their business and budget.
Fortunately, IP video offers a solution
for every need and size. Stores can
leverage existing analog cameras with
video encoders to digitalize analog
streams, while those with full IP-based
systems can leverage intelligent
analytics like dwell-time analysis and
heat mapping to help identify customers
in need of assistance or who are
considering a purchase.
What is your technical debt? In other
words, what do you lose by keeping your
old system? The answer varies by store,
but it’s important to look at the
existing system and see what the real
cost is to extend the life of devaluing
assets. Does not having a viewpoint of
that area of the store miss internal
shrink? Or does the camera by the exit
produce a poor image that cannot be used
in investigations? Retailers are
beginning to realize that a growing
number of “traditional” cash registers
are on life support, and old, disparate
surveillance systems are too.
In the digital world we live in, the
entire shopping experience has been
turned upside down. Retailers and
advertisers across the country are
trying to figure out the elusive
Millennial Generation and their impact
on brick-and-mortar stores, which are
fast becoming a part of the
shopping experience rather than the
entire experience. With video and
the metadata it produces, staff can
better react to customer movement and
provide the in-store experience that
this new “experiencial” customer has
come to expect. With showrooming and the
Omnichannel, retailers have no choice
but to adapt and embrace new
technologies.
Mobility is the next brave new world for
retail. Always cautious in nature,
retailers must ensure
the “noise” doesn’t drown out the basics
of consistent customer service
oversight, while also enabling the right
tools (including video) for risk
vulnerabilities associated with
mobility: fraud, hacking, theft and
policy violations. If implemented
thoughtfully, mobility is an innovation
that can drive value to the business.