News

AOPEN, Intel tracking solution helps retailers gauge customer response to digital signage

April 18, 2013

Retailers are turning to advanced motion sensors to gauge the effectiveness of their advertising. And today’s precise customer tracking tools can not only detect motion and record how long a person looks at something, they can also determine the viewer’s gender and age group through facial analysis.

Tracking technology from AOPEN and Intel is helping bricks-and-mortar retailers compete against online sellers, according to a news release. Intel's real-time audience counting and analysis tool, Intel AIM Suite, was recently showcased at the Intel Solutions Summit in Dublin.

"Technology like AIM Suite gives retailers the tools to know how consumers are responding to visual messaging, and how they move through the store and other consumer spaces," Joey van den Hoogen, a field application engineer with AOPEN Europe, said in the release. "It provides quantitative measurement and analysis of what customers are doing in a certain environment."

A Web cam placed in a shopping window can help retailers analyze the viewing behavior of passers-by, AOPEN said, and determine the content and messaging that best triggers a response. The message can be altered based on the age and gender of the viewer. For example, if the system figures out a young male is watching, it can switch from displaying women's clothing to menswear.

At the Summit, the solution was demonstratedusing an AOPEN Digital Engine running on an "Ivy Bridge" Intel Core i3 processor and a MultiTouch presenter display with integrated PC and Web cam running on Intel Core i7 second-generation processor family. AOPEN positioned touchscreen information displays around the event, providing visitors with an up-to-date event agenda, including speaker biographies and clear navigation to the sessions.

"These powerful signage solutions are creating a better customer experience and giving retailers better understanding of their market, while also lessening the load on retail staff,” van den Hoogen said. “Today's shoppers are used to seeking out information and using self-service. Digital signage is a win for everyone."

Learn more about audience measurement.