In early 2014, Amscreen worked with a number of select partners to trial their Quividi based platform which delivered real-time audience profiling and footfall analytics (the technology, utilising a camera built into in-store screens is able to identify a shopper’s age and gender by location and time of day).
[1]A year on, Amscreen is launching OptimEyes to the broader UK retail sector – integrating the base technology provided by Quividi and building upon this to deliver a user-friendly portal designed specifically around the requirements of retailers and their need to access and act upon real-time customer insight.
OptimEyes can help retailers in a number of areas including; predicting traffic flows to identify the most efficient times of day to promote a certain product range, react in real-time to fluctuations in footfall as well as map a customer’s typical journey through store.
This insight is accessible through a real-time online OptimEyes portal so a network of screens and customer profiles can be reviewed from any single location.
Simon Sugar, Amscreen CEO told us “Our OptimEyes platform and portal is providing real-time audience measurement enabling our solutions customers to identify exactly who their adverts are reaching and change content immediately based on this data. The OptimEyes portal is the gateway to this content providing easy, speedy online access to audience analytics from their entire network of screens.”
Retailers will also be able to analyse audience trends on a global, national or regional scale, or even by individual store and in-store zone.
One of the first to use the technology [2], Helena King, Head of Affinity and Product Development, Age UK said “OptimEyes has enabled us to understand our customers and the demographics of these customers including the volume of footfall in stores, how old they are and splits between male and female. This has then helped us to tweak our marketing activity to then target them appropriately – to be able to put content on our screens and rotate messages that are more relevant to our customers we’ve found to demonstrate a real benefit.”
Simon added “We already have a network of these smarter screens within the advertising division of our business and they are bringing accountability and insight to our partners and advertisers with the data that is collated – the broader retail sector is still full of ‘dumb screens’ that simply display standard content but we provide an opportunity to optimise dynamic, real-time content through site by site customer analytics.”