Marketing professionals are beginning to understand the power of video (Talent Zoo, Beneath the Brand blog) in the drive to better understand and serve customers. At Airship,
we've always been talking about the link between high-quality video and
the business intelligence opportunities it can provide.
It's
short-sighted to think of surveillance video as an expense (and high
quality video as more of an expense) when it can bring huge returns in
terms of better understanding of customer patterns, preferences and
demographics.
Many companies spend lots of money on customer
surveys which are a burden on the customer and which provide
self-reported information which is by nature subject to inaccuracies.
By
using security and surveillance video to study customer behavior and
the effectiveness of promotions and programs, businesses can collect
better and more reliable data without intruding on the customer.
A
good example of ROI-building business intelligence would be the
discovery that though sales are slow during a certain period of the day
across several locations of a retail operation, store traffic remains
steady. A retailer could use that information to use PA system
promotions, on the floor staff efforts, or other ways to improve
conversions during this time period. And if the retailer also learned
that different days or time periods during the day showed significant
shifts in demographic, they could adjust their in-store and direct-mail
promotions accordingly.
All it takes to boost customer experience and build revenue is good quality searchable video and a smart program for using it.
Abigail
Update: I'm posting this too at Industry View in case you don't read both blogs. Let me know if this becomes annoying!
