How To Use Cameras To Drive Retail Content

Today, thanks to the advancement of digital content software and facial recognition, cameras offer a variety of innovative features to change the way we deliver and experience retail content.   However, talk of this new technology can be scary, often conjuring Big Brother-type analogies. Meanwhile, the kind of tech driving these new innovations is mainly just concerned with content delivery and analytics, not tracking your personal details and every move.   In this post, we’ll briefly explore how a combination of retail digital content systems and new camera software technology can change the way you deliver content to your customers. Based on some simple information about who is looking at your displays, you’ll soon be able to present them with unique, customized content to improve your chances of having an impact or even driving a conversion.     Motion Detectors Can Sense A Nearby Customer   This might seem too simple, but basic motion detection software can have a huge impact on when and how you deliver content to your customers. By sensing when a customer is near one of your displays, your system can make slight changes to present them with content that is more eye-catching and appealing.   At its simplest, this could allow you to play content as soon as a customer walks by or approaches one of your displays. However, new technology allows you to go even further, possibly sensing the angle at which a user is looking or approaching a display, and altering your content accordingly to maximize that users experience and ultimately increase your chances of a conversion.     Facial Recognition Can Detect Unique Info About Your Customers   Apart from using motion sensors, using cameras as part of your retail content system allows you to gather unique information about your customers and utilize it to present them with targeted content.   For example, most facial detection software can recognize age and gender and, if your content platform has integration capabilities, you can leverage that info to make real-time decisions about what kind of content to display.   It’s important to note that this software isn’t 100% accurate, which may be off putting to some hence, we recommend trialing this kind of approach with slight variations on short content instead of something overly personalized.   For example, consider trialing a different type of content for each gender. If the software detection fails, your users are likely to just assume that your content is on a loop, and no real harm is done to the quality of your overall display.   If you’re trialing different content for age ranges, this becomes less of a problem as the room for error isn’t as easy to detect. If done correctly, showing content, especially ads for consumer goods, specific to age can have much more impact on your viewers.     Cameras Can Be Used To Track Your Customers   We know this sounds creepy, but it isn’t. In fact, using camera and detection technology to gather data on your customers is virtually the same as using remarketing or tracking codes on your website.   While there are a lot of expensive and complex systems available to track your retail customers, leveraging the basic tech of cameras is an inexpensive alternative that serves as a basic introduction into the field. You can use this tech to easily gather a variety of basic metrics, like number of customers per gender and age range.   At more advanced levels, this software can also be setup to track things like facial expression which, if accurate, can also allow for sentiment analysis and a basic insight into the overall mood of your audience. These tools can be extremely powerful forms of understanding your crowd and strategizing your retail approach in the future to be more effective and targeted.     The Future Of Camera Technology For Retail   While we’ve only taken a brief look at the world of camera, detection, and recognition technology for retail, it’s easy to see that the opportunities are amazing. Whether you simply want to present your customers with custom content or try your hand at gathering some powerful metrics on your target audience, we’re sure that this innovative technology will help you achieve your goals and ultimately improve your conversions.