Question

Next time you go to a store, take a minute to look at all the things that are trying to grab your attention. Whether it’s convenience good service or finding the best deals, store owners want to know what attracts you to their stores, and what it takes to keep you coming back. Turns out, there’s a science to all this. With support from the Virginia based National Science Foundation, Computer Scientists Rajeev Sharma, Satish Mummareddy and their colleagues have developed a software that breaks down shopping behavior much like websites do. Sharma’s Pennsylvania based company, video mining uses overhead cameras to put together at top down view of how people shop and what day buy. “Basically, what video mining does is use software along with cameras mounted on the ceiling of stores to track shoppers as they move around the store and create data that helps us understand how shoppers are shopping,” explains Sharma. The software can also tabulate how long shoppers take before that “moment of truth” when they select an item to purchase. Cameras are positioned directly above and picture resolution is intentionally set low so that all shoppers remain anonymous. The idea is to show retailers and manufacturers the best areas in the store to place products, and how to create comfortable place for people to shop. “By providing the data to the retailers and manufacturers”, says Sharma, “they can customize and design the stores and shelves and the product to match the shoppers’ interest”. Sharma identified trends. For example, people prefer wider aisles when they shop. Woman take a lot longer to shop than men, and, except in few cases, brand loyalty is not always strong. “What we’re finding is that in some categories, people are going to the store and making up their mind right there. You can see people coming in, going between brands and picking up the product based upon price or other attributes.” The software is keeping an eye on the shoppers, giving businesses a scientific lake up in the rat race of figuring out to best serve their customers and keep them coming back What are the two most important findings that Sharma has identified about customer behaviour?​

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