This marketing analysis tool, under development by Fujitsu, uses technology to sense people’s movement. By analyzing how customers behave in response to merchandise, entirely new kinds of marketing information will be obtainable.
“This exhibit is designed with retail stores in mind. The system determines how people choose products, whether they were interested in a product already, and what products they compare, using Kinect and a camera.”
With regular POS systems, the only information obtained is how much merchandise has been sold. But by using this system, it’s possible to find out how customers acted while contemplating the purchase of a product. This system could help with marketing by showing how customers behaved when they were thinking about buying a product, but didn’t complete the purchase.
“For example, we think this system will make it possible to analyze how a person considered two products, found it hard to decide between them, and finally chose one of them. It’ll enable analysis to go deeper, regarding whether a person who had difficulty deciding was a man or woman, and how old they were.”
“Rather than using this system by itself, we think it could be used in conjunction with RFID tags and other sensors. Also, rather than using Kinect to detect people coming and going, it could be combined with more specialized sensors. In fact, all this system does is collect data, so when it comes to analysis, it could be cross referenced with point of sale data and big data, or the system could be used to correlate information regarding the effectiveness of introducing customer loyalty points programs. So, we hope this system will be utilized in combination with Fujitsu’s all-round solutions.”
Event: Fujitsu Forum 2013
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