This document discusses how video analytics can provide insights into shopper behavior by analyzing security camera footage. It proposes that a company called IDEOtics uses computer vision and machine learning to extract data on metrics like foot traffic, time spent in areas, and customer interactions. This data would then be analyzed to provide retailers with weekly dashboards and quarterly reports containing recommendations on how to increase sales and efficiency based on tracked shopper behaviors. Implementing these recommendations could potentially lead to an annual revenue increase of up to 8% for retailers.

1. Discover The Dollars
In Your Security Videos!
Process > Performance

2. Presentation Agenda
Retailer Marketing Today
Shopper Behavior Marketing
Shopper Insights & Path to Revenue (Actionables)
Shopper Analytics Models
Deliverables
IDEOtics
Summary Benefits

3. 1
2
3
4 Data-based decisions
Effective Promotions & end-caps
Efficient staff management
Shopper-friendly store layout
Your CCTV is a Wealth of Data. Learn How To Mine It!
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More Sales
Lower Costs
Happier Shoppers
Higher Efficiency
Fewer Frauds

4. The User
Focus on consumption / use
Emotion: Desire
“want it, love it, treasure it, care for it, hate it”
Pre & Post store
1
2
3
4
“Why
Coke?”
The products & services I buy should meet my needs (what) :
e.g., healthy, durable, tasty, socially acceptable
The Chooser
Focus on purchase process
Emotion: Anxiety
“Find it, check it, buy it, maintain it, sell it”
In-store
1
2
3
4
5
My shopping process should meet my needs (how) :
e.g., variety, value for money, convenience, experience
“Why
buy
Coke?”
Vs
Consumer Needs
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Consumer Needs clearly differ from Shopper Needs.
Shopper Needs

5. Source: Presentation by SMK Workforce Solutions at Retail Touch Points webinar &
"Shopper Marketing - Consumer Packaged Goods" Presentation 041912 OgilvyAction
In-store Experience Drives A Large Part Of Actual Purchases!
Purchase Decision has Strong In-Store Influence. Hence, there is a BIG need to evaluate
and understand a Shopper’s behaviour inside your store.
Brand Selections made
In-store
59%
In-Store factors more influential85%
Enter store without shopping list77%
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* http://www.thinkmoney.co.uk/news-
advice/why-we-buy-clothes-on-impulse-
and-how-to-stop-0-4322-0.htm
Shopper Purchases differed from lists:
Food & Beverage 29%
Household Goods 31%
Health & Beauty 33%
Clothes / Fashion* 30%

6. Are you evaluating your Shopper’s needs inside your store
to give them a better & more fulfilling shopping experience
with Shopper Marketing Analytics?

7. The Power of Shopper Marketing
1
2
3
More than half of brand choices in many categories are made in
store. (Booz and Co.)
Large retailers are allocating increasing shares of their marketing budgets
to Shopper Behavior analytics. Walmart, leads the way at ~10%!
Spending on Shopper marketing grew to 13.5% (from 6%) of the
marketing budget between 2012 to 2014. That represents a $17 billion
increase. (Cadent Consulting)
Shopper Marketing Magazine
4
5
6
Ninety-two percent of the ‘excellents’ use a total path-to-purchase
approach versus ‘not-so-goods/poors’ at 62 percent.
This past year (2014), the average marketing budget devoted 15% of its
funds to shopper marketing, up from 14% in 2013 and 10% in 2012.
47.5% of businesses surveyed are planning to increase their shopper
marketing budgets in FY 2015.
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8. Biggest In-Store Shopping Inhibitors
http://dupress.com/articles/understanding-consumer-behavior-shopping-trends/
There’s a lot
the Retailer can do
to move the needle
in the right direction –
the Shopper’s Convenience!

9. Some Trackable Shopper Behaviors
Breeze through
Stop & Scan
Consult friend
Research
Pick & Study
Confusion
Compare
Coupon check
Interact
Pay!Try
Reject
Cart
Abandon
“Not the category I’m
looking for”
Are the Banners indicative
enough?
“Wow! Too much variety
here”
Are we carrying too many
brands?
“Where’s my size / color
gone?”
Are the labels right?
“What’s the difference?”
How about placing a
“Comparison Sheet”?
“Ah! This looks interesting!”
Did she put it in the basket?
Why not?
“What does this cost
online?”
Are we competitive?- or just
a “demo site” for onliners?
“Do I have a coupon for
this?”
How sensitive is this
shopper to coupons?
“How useful are these
adgets?”
Should we have more? Or
less?
“Wonder if Lucy has
something to say?”
Can a representative help?
“Does it fit?”
Do we have enough fitting
rooms? Too many>
“Not this / Not now / That is
better”
Did she pick another? Just
abandoned?
“I need a cart”
How many need a cart?
When? Baskets?
“???”
How quickly is it removed?
What kind of shopper is
this?
Spillage
“Hey ! Watch that!”
How do we get the alert?
How quickly is it cleaned?
“Ah! Done, finally”
How long was the wait? Did
she buy all she was interested
in? Match with POS data?

10. Some Trackable Behaviors - (Banking) & Benefits of Tracking Them
ATM location risk
“Why is this guy here?”
Location too public /
distracting?
Confusing screens
“Where’s my option?”
Screen-flow not clear?
ATM malfunction
“Oh! The note is getting
chewed!”
Doesn’t the system alert us?
Delaying others
“Hey! There are prople
waiting behind you!”
Can we do something about
that?
Seeking help
“Glad this lady is helping
me”
Is that safe? Is our system
not user-friendly?
Special use case-2
“Babies, can you step back,
please?
Can we do something about
that?
Usage training
“How come it doesn’t
recognise my card?”
Can we make the
instructions clearer?
“This is not working for
me!”
Can we do something about
that?
Special use case-1
Convenience
“The computer comes in
the way?”
Can we redesign these
counters?
Queuing
“They should have more
ATMs / Counters”
Is there a pattern to these
spikes in usage? What can
we do about them?
ATM usage
“No one uses the corner one!”
Is it the machine or the location?
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11. Some Trackable Behaviors – Other critical information
Cashier fraud
Customer
service audit
Developing baseline metrics for
taking Financial & Marketing
decisions based on hard week-
day- / aisle- / category- / season-
wise data
Discover any unauthorised / unexplainable movements in terms of
scanning items being purchased or returned by customers
Is there a potential for fraud or other mischief. Can we change the location
of cashier / camera / customer service to plug any loopholes?
Discover and track attitude and courtesy of customer service staff.
Identify opportunities for improvement and providing customer delight.
Feedback, coaching and training opportunities for staff, both for speeding
up the process and for providing better service.
How are your Store / Procurement / Finance /
Merchandising Managers taking decisions
today?
Make every decision from aisle design,
planograms, service agent location and
timings, product promotion placements and
timings based on hard data on actual
shopper”: by gender, age, time of day, day of
week, season, and aisle by aisle.
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12. Approaches
Drawbacks
Shopper surveys >>
Focus groups >>
Mystery shopper >>
POS / Loyalty card data >>
Hidden cameras >>
RFID devices (SKU selection) >>
Beacons (Bluetooth connected
mobile apps) >>
MAC address from WIFI routers >>
>> Expensive custom installation
>> Long implementation periods
>> Focused targeted shoppers
>> Small sample based
>> No comprehensive view of
shopper
>> Does not leverage existing
assets / resources
Shopper Marketing Today…
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13. Customer efficiencies - Who They Are? What They Do?
1 Shopper basics:
• Gender
• Approx. Age group
• Appearance (Formal / Smart Casual
/ Shorts & T)
• Obese, Fit, Slim, Skinny
General shopper demeanor
• Confident
• Cocky
• Casual
• Leisurely
• Hurried
• Courteous
• Curious
2
Most visited categories, footfall
ranking
3
Where from / where to (referral
categories & cross shopping)
4
Response by SKU: Where they :
• Ignore promotion
• Stop to shop promotion
• Scan by shelf,
• Touch, Pick-up,
• Trial
• Read / compare,
• Reject / Select.
5
Time spent on all of above6
7 Buy / No buy (Researchers)
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Need for Shopper Profiling Beyond POS & Loyalty Data

14. In-store efficiencies - People, Products & Placements
• Aisle footfall by time of day
• Promotions placements
• Customer service feedback
• Staff placement for optimum
customer service
• Intra-day Out-of-stocks and re-
stocking patterns
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Heat maps of most
visited aisles
• Bottlenecks
• Store layout
Intra-day &
intra-week
hourly trends
for staffing

15. • Increase Top Line
• Layout & Placements
• Place promotions at “most frequented” spots
• Remove bottlenecks
• Adjust store layout to meet shopper path
• Calibrate layout & stocking to match shopper
profiles
• Leverage Timing
• Match staffing to intra-day & intra-week trends
• Leverage “time of day” for placing promotions
• Stock & re-stock based on intra-day patterns
• Enhance Bottom Line
• Convert “Non-Shoppers” by understanding their paths
and profiles
• Identify unusual shopper behavior
• Monitor staff attitudes and responses
Evaluate the various aspects of your store to improve your
Top Line as well as Bottom Line.
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16. The Sig Max-e Opportunity
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Sigmax-e is a six sigma based company focused on offering comprehensive Performance Management solutions and
services to its clients, globally – since 2002.
Based in Kuala Lumpur, Malaysia, SigMax-e works with its clients to cut operational costs and enhance the quality of their
processes. SigMax-e’s outsourcing services focus on Digital Media Processing, Centers of Excellence and Finance /
HR, while the facilitation and training services cover a broad range of service sector processes.
SigMax-e has earned the trust of its global clients by adopting a customer-focused consultative approach and providing
custom-built service architectures.
IDEOtics is a new platform developed by SigMax-e to venture into the exciting space of video-analytics!

17. • Shopper profiles
• Shopper Behaviors
• Store layout
• Staffing
• Recommended
tweaks
1
2
3
4
5
Weekly Dashboards:
• Trends
• Correlations
• Patterns
• Recommended
actions
1
2
3
4
Quarterly Insights &
Recommendations:
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Deliverables: Business Insights & Data Mining

18. 6%
29%
18%
47%
FREQUENCY BY GROUPS
Group of >3
Group Of 2
Group Of 3
Single
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0.00%
20.00%
40.00%
60.00%
80.00%
100.00%
120.00%
0
50
100
150
200
250
5 3 10 2 20 30 More 60
Frequency
Minutes Spent
Pareto of Time Spent
Frequency
Cumulative %
Vital Few
Deliverables: Business Insights & Data Mining
COMMUNITY-
WISE DISPERSION

19. Deliverables: Business Insights & Data Mining
0
20
40
60
80
100
120
2 4 6 8 10 12 14 16 19 23 50 69 173
Female
Male
VISIT TIME BY GENDER
0
10
20
30
40
50
60
70
80
90
Formal
Funky
Shorts/Skirt & T
Smart Casual
0
10
20
30
40
50
60
1 2 3 4 5 6 7 8 9
TOP 10 BY PROFILE
Minutes Spent Big Fit Obese Skinny Slim
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20. With SigMax-e’s “IDEOtics” solutions, real retailers can now
mine their hitherto “idle” CCTV records to extract Pickstream™
data, to beat clickstream at the game!
IDEOtics extracts and digitizes insightful and customized
shopper behavior from video captured by your security
cameras!
IDEOtics from SigMax-e is a three-pronged platform for
extracting intelligence from hitherto wasted videos.
An image recognition engine to count footfalls, generate
heat-maps and identify behavior-rich sectors
Data capture platform tailored for “Impact Sourcing”
(Training & Deploying disadvantaged workers on a
“flextime” basis)
Perform detailed analytics on the data to give you deep
insights into your shoppers’ behaviors and recommend
actions to increase revenue and reduce costs.
1
2
3
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The SigMax-e Opportunity
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21. Understand Retailer
Requirements
Map To Specific
Behaviors
• Behavioral Analysis
Scan Video Content
• Image Recognition
• Computer Vision
• Machine Learning
Capture Additional Specific
Behaviors into digital data
• Language Independent,
Behavior Capture
application
Perform Analytics
• Data Modeling
• Data Mining
Develop Dashboards
• Shopper Marketing
insights
Actionable recommendations
for improving Topline / Save
costs
How We Do it?
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22. A
Adopt effective
shopper
marketing and
grow your
brand’s revenue
25 percent faster
than the overall
category.@
Avoid capital
costs and
leverage CCTV
records to
understand
your shoppers
Receive monthly /
quarterly shopper
metrics,
dashboards,
insights and
recommendations
Achieve annual
revenue lift of
up to 8%$
through
effective
implementation
of shopper
marketing.
Achieve Annual Revenue lift of 8% through
effective Shopper Marketing.
@ Delivering the Promise of Shopper Marketing: Mastering Execution for Competitive Advantage: Grocery Manufacturers Association & Deloitte Consulting LLP.
$ A $3 billion consumer products manufacturer estimated a $250 million annual revenue lift through effective implementation of shopper marketing
1 2 3 4

23. 2D Benefits of taking us on board as
your Partner.
Behavioral
Insights
Impact
Communities
Mine your shopper
insights within days.
Analyze trends,
correlations and patterns
to add Revenue $$$
Help disadvantaged
communities earn a living
& stay away from drugs &
extremism – contributing
to Social Responsibility
(CSR) efforts!
Matching
• Computer Vision,
• Machine Learning &
• Data Analytics, with
• Impact Sourcing &
• Wage Arbitrage
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Mine the hidden gold in your CCTV Records!

24. Srikrishna Vadrevu
Email: sri@sigmax-e.com
+1-408-660-8126
+601-2221-2553
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Srikrishna Vadrevu
http://operations-excellence.blogspot.com/Blog
www.sigmax-e.com