Tampa, Florida, October 9, 2012, TruMedia, a leading provider of real time audience measurement solutions for the retail chain and out-of-home display markets, announced the successful implementation of its retail chain market strategy with a new first-time project at a leading European fashion chain. The leading fashion chain with over 2,500 stores in Europe, wanted to better understand traffic trends in their different stores as well as to gauge the effectiveness’ of their window displays. They also wanted to compare the different stores in terms of conversion rate in order to evaluate the effectiveness’ of their different sales teams.
The leading fashion chain started with installing TruMedia’s iTally and iCapture Mix in two of their largest stores in the center of the City. iTally is an automatic video based people counter that measures pedestrian traffic in the retail environment and public venues. It provides flow counts, area counts for queues and dwell time statistics. iCapture Mix is the world’s first demographic people counter. It provides demographic classification (male/female, age group) and traffic counting at entrances, aisles and product/window displays in a single cost-effective solution.
Following the installation, the fashion chain is able to analyze the demographics of the shoppers during different parts of the day. Also, they can compare the conversion rate of the visitors between the two stores. Based on the information above, gathered in a single report, they can support and adjust their sales‐force according to the demographics of the buyers and support, when needed, with extra training. They are currently planning on expanding the pilot to hundreds of stores.
TruMedia’s proprietary technology can be utilized in the retail segment in four different layers of decision. Window displays- measuring the effectiveness’ of window displays over time; Advertising budget- optimizing the total national advertising budget by measuring the effectiveness of each advertising channel; Sales team- measuring and comparing sales teams in different stores; Point of Sales- targeted product advertising to maximize sales at the decision making point.
TruMedia CEO said: “We see significant potential for our audience measurement solutions in this growing segment. As competition in the retail segment intensifies, retailers want to maximize their ability to catch their shoppers with the best targeted offering per shopper as well as to maximize the effectiveness of their window displays and advertising budget. As they take measures to maximize promotion at key spots, where purchase decisions are made, our audience measurement solution can provide them with information about their shoppers’ demographics, thus enabling real-time selection of appropriate broadcasted content per shopper”.