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21st July 2008
CCTV 'can help retailers improve sales'
While many retailers understand that CCTV helps them prevent theft, few realise the data from the films can also be used to improve sales, a business expert has said.
In an interview with website crainsmanchesterbusiness.co.uk, Andy Gillies of the ID Technology Group explained that CCTV footage could provide small retailers with a wealth of interesting business information.
He said that as well as offering piece of mind, analysts could use the footage to determine things like staff and customer behaviour. In turn, bosses could use this data to present their goods more effectively.
Mr Gillies added to the website: "What we provide isn't just video - it could be compiling pure data on how many people were in a store in the last hour, what area of the store people go to and even how long they look at certain displays.
"A lot of our customers in retail can't get the cost base of their products cheaper, they can only really diversify what they sell within the store."
In addition, Mr Gillies said that the data from CCTV could be used to make sure staff are following procedures and for future training.
Recently, CCTV footage helped secure a conviction for a man who attacked staff in a small retail shop in Kent during a robbery.
Samuel Jeffrey had claimed that he was not involved in the crime, but the retailer's CCTV footage clearly showed him robbing the shop, the Kent Online website reported.
(c) 2008 Adfero Ltd.
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