Collaboration the Key to IP Cameras in Retail

I was recently asked by the highly-regarded head of a risk team at one of Europe’s largest retailers: “Why don’t CCTV specifications have a business focus rather than just a security one?” 

While this opinion may not be shared by all loss-prevention professionals, it does highlight the impact of network video and its complementary analytics on retail. In 17 years of working with major retailers I have rarely seen this level of joined-up thinking about the deployment of physical security equipment.

Changing landscape, adding value

Changes in the retail sector over the last few years have made retailers approach technology purchases and significant capital-expenditure investment with extreme caution. However, where value and return on investment are clearly demonstrated interest tends to be exceptionally high.

Consider the results of a survey conducted last year by the Centre for Retail Research: 58% of retailers that still had analogue CCTV systems had plans to migrate to IP networks.

Loss prevention and beyond

For the HDTV image quality alone most retail loss prevention professionals would prefer to have IP cameras installed in stores. However, they also know that investment in any surveillance system must deliver more than just great image quality, and that’s why more than a third of respondents cited ‘integration with business intelligence analytics’ as the main driver for migration.

We find ourselves in the unique position of no longer just pitching to security and loss prevention professionals, the very people we’ve built strong relationships with and become a trusted advisor to.

We now must influence are far broader array of business and operational professionals. I often use the analogy of the conference table: the more chairs around the table, the more retail departments there are to reap benefits from the solution.

Geographical challenges

When you think of IP cameras the visual merchandising department isn’t normally the first one that springs to mind – they just dress mannequins don’t they?

Well, not really. The challenge of ensuring the whole retail estate is consistent and presented appropriately for each season is a huge expenditure of time and cost for retailers.

IP cameras can and should be used for far more than just monitoring security. The visual merchandising team can use IP streams to train staff on dressing wall bays, mannequins and gondolas; giving displays a uniformed look and feel and maximising their impact on customers to capitalise on peak trading times.

For increased dynamism, IP cameras can be enabled with two-way audio so that in-store staff can be ‘hands free’ while taking commands from the visual merchandising team based at HQ. Those same cameras can also be used year-round throughout the year for compliance, checking stores are presented correctly.

It’s not surprising therefore that over a quarter of respondents cited ‘better remote access’, which affords the flexibility to monitor multiple stores and displays from a central or remote location, as a key reason for adopting network IP.

A change of approach

That fewer than one in 10 respondents currently use smart devices to view live or recorded footage begs the question: how much more efficiently could they work with such access?

In today’s world you can hardly walk a few steps without seeing someone using a smartphone or a tablet and these devices are being rapidly deployed in retail. With over 58% of retailers expressing an appetite to watch footage through mobile devices, I would suggest that a sea change in how loss-prevention professionals approach in-store loss-prevention work is imminent.

No longer must a security guard sit behind a viewing station or at stand at the front of a store putting customers off; now he can view footage on the move through a mobile device and take a more dynamic approach to policing the shop floor.

Harnessing edge-based analytics the guard could take a proactive approach. Loitering alerts could alert guards to customers who linger in high-risk store areas – ie, where expensive goods are found – for a pre-determined amount of time.

Once identified, the video stream can be retrieved from the relevant camera via smartphone or tablet and the guard decides whether to approach the individual. Should the customer appear to simply be on the horns of a purchasing dilemma, the guard can use in-store communications to alert a sales assistant to the customer’s need for assistance – a good example of exploiting the system to both improve security and customer service.

The Big C

So just who needs to collaborate? Axis will continue to collaborate closely with our system integrators and 1,000-plus software development partners. With our combined approach forming a virtual team, we can focus on the benefits to the end user and not just platform features.

Retail departments working in silos appear a thing of the past as they discover shared platforms, based on open standards, that bring genuine value to their business. The continual rise of online and mobile retail takes us into the realm of omni-channel retailing and sparked fears of a demise of high street stores.

However, along with our support and understanding of a retailer’s specific needs, our technology allows retailer to not only survive but thrive.

The survey results make it clear the retailers of Northern Europe are ready to embrace this technology shift to smarter, safer solutions but on specific terms and with all the stakeholder benefits clearly outlined.

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