LaRocca on Trends in Retail Surveillance

Author: Carlton Purvis, Published on Jul 15, 2013

Is there a camera layout formula that can be effective in any retail store to help protect it from shrinkage? Joe LaRocca, former National Retail Federation executive and founder of Retail Partners says there is. We recently interviewed LaRocca on maximizing  the effectiveness of surveillance cameras with strategic camera placement and the two trends he sees in retail surveillance: remote monitoring and health and safety compliance.

Highlights 

The Most Effective Camera Layout

  • *** ****** ****** **** ***** *** ****** ***** *****
  • ********* *** ************ ******* ** ****** **********
  • ******* *** ****** *** ****** ********** *** ******** **** ******

** *** **********, *** **** ********* ****** ****** *** ****** stores ** **** *** ** *** **** *****, *** ****** cameras ** ***** ***** ********* **** ******* ******** ** **** scenarios. 

“*** ******** ****** ****** ** ***** ****, **** ****, ******** and ****** ********** *****. *** ****'* *** ***** ** ****** much *** ********** ******* ** ************ [***********]. **** *** *** cameras ******** ** ****** **** *** ******** *** *****.” ** says.

**** ******* *****

*** **** ********* ******* *** ***** ******* ** **** ******* areas. “**** **** ********* ******* ** ********* ** *** ******* places ** *** ***’** ************* ** ************ **** ** **** high ****** *******. ******* *** **** ******* **********, **’* **** most ****** ** ******* ******** **** *********** ** ****** ******* assistance ** ********* ***** ******.” ************ **** ******** ***** *** usually ***** ***** ****** **** **** ******* ** *** **** one **** ** *** ***** ** *******. 

******** *****/*****

**** ******* **** ******* *** ************ ** ******* **** ****** specific **** ***** ***** ** ******** ***** ** *** *****. “For *******, **** *** ****** **** **** ******** ******* **** have ******** ******* **** ***** *** ******* *******,” ** ****. These *** *** ******* ****** ** ** ******* ******** ** method **** ** ***** *********** *** *** *********** ** *** suspect, *** *** **** ******** **** ********* ** **** ****. LaRocca **** **** ****** **** ***** ******* ********* **** **** tags ** ****** **** ****** ***** ***** *****.

*****/**** *****

******* ** *** ***** ***** ****** ********** *** ******* ** the ***** *** ** ** * ******** ** ******* ****** of * ******’* **** ** **** *** ***** *** ******.

“*** *** *** ****** ***** ************ ** * ******* ********** of *** **** ** *********. *** *** *** *** ******* in * ******** *** ** ****’** *** ******** ** *** right ***** ** ** **’* *** *** *** **** ******* of ******** ****** **** ***’** *** ***** ** *** * reduction ** ******** **** **** * *****,” ** ****. ************ for ******* ************* ******* **** **********, *** ******* **** ** monitored. 

Retail ********* *** ******** ************

******** **** ****** ********* **** **** "********* *********" *** ****** and **** ** **** *** *** ******* ******* ******* ** the ***** ** ****** ** **********, ******* ** **** **********. In *** **** *** ** **** *****, ** **** ** has **** ******* *** *** ******* ********** ***** ***** *********** ***** retail *********. ** ****, ** **** **** *** *** ****** *** some **** ** ****** *********.

"************, ***** *** *** **** ********** **********'* **************. ***, **** still *** ** *********** *** ************, *********** *** ********** ** the ******, *** *** ****'** ********* ****** ** *********** ******** equipment ** **** **** **** ******** *********," ** ****. *** that *****'* **** **** ****** ********.

"**** **** ********* ***'** ******** ******* ***** **. ********, **** vs ******, **** ****** *** ******** ****** **** **** **********'* shopping ***. *** *** *** *** * ***** **** ***** after *** ****** ******* **** ****** ** ******. *****'* ***** times *** ********** ***** (*** **** ** ****** *** **** in *** ***** **** ** ****). **'* **** **** *** need ** **** ******** *********. ** **** ** *** ******** is '*** ** *** *********** **** ** ****,' *** *** look *** *** ** ******* ** ******* *** ****** **. This ** ****** ******** ***********."

"*** **** ********** ****** *** *** ** ***** *** ***** single ****** *** *** *** *** *** *********, ***'** *** **** those *** ****-******* ******* ** ** ******* ********** ******* **'* ********* **** that ********* *****," ** ****. 

**** *****, ** ** ***** *** ***** ** **, *** widely ******** ****** ********* *** ***** **** ** **********. ***** we **** ****** ** **** ********* *** **** **** ****** or ***** ***** ***********, ********** **** ******* ** ** **** they **** ****** *** ** ******* ****** *** ** **** and **********.

More ****** **********

*** **** ** ******** ******* *** **** ** ** ***** 10-15 ***** ***, *** *** *** * ******** ** ******* a ***** *** *** *******, *** ** ** **** *** afford ****** **********.  **** ****** **** **** * *** ** site, *** **** *** ******* **** ***** ********* ******* **** have *** ********* ** ******** *****.

“*** ********** ** ****** *****, *** ***** *** ****** *** due ** *** *********, ********* *** ******* *** **** ** reduce ****. **** *** **** **** ********* **********, ** *****’* really ****** ***** *** *** *******. ** *’* ******* ** an ****** ** *** ***** ***** ***** ****** ** ******* in *** ********* ****** *** **** ***** ****, **** ********* of *** ***** *** *** ************ **** *** ****** ** the ****** ********* ** **** *** **** *** ** ****** case,” ******* ****.

Health *** ******

************ *** ******* **** **** *** **** ****** “***** ****** to ** **** ********** ******,” ******* ****. ******* *** ************ going ****** ******** ***** **** *** ****** *** ****** ** retail ************

“***** ******* ******* **** *** **** ***** *** *** ***** evidence ** ***** ... ** *** **** *** ** *** slip *** **** ****** * ****, * ****** ****** **** pay *** ****** **** *** **** ***** ***** ****. *** same ** **** **** **** ***** **** ****** *********: *** cameras ** ********* **** ****** ******* *** **** ******** ** later **** ** *****,” ** ****. 

**** *** **** ***** **** ** ****** **** **** *** pharmaceuticals *** ***** ******* *** ****** ******** *** ** ******* evidence ** *********.

Retail's **** ** ********** ******** *******

**** *** **** ******, *** *** ************ ***** ********* ****** ** **** ** * ****** ********** *********. * ***** ******* ** ********* ********* ** use ***** ******* ** **** ** *** *** *** *********/********** activity ** ******** ** ***** **** **********, ** ****** **** an ********** ************** ** * **** **** *** *** ********** trained ***.

"**'* *** *** **** ** ***," ******* ****. "******** ** ********'* **************. The *********** ******* **** *** *** ***** ******** **** ****** *** is '*** *********, *** *********' *** ** ********. * ***** ********* play ** ********* **** ** **** ********* ******* ****** ********* *** in **** ********* ... ** *** ****** *** **** * hand *** **** ***** ******* *******. ** **** ***** **** *** ***** court ***** ** ******* *** *********** *** ** **** ***** they *** ********* ** ******* **'* *** ***** ***** ** do.” ** ***** **** ************ **** ****** ****** *** **** in ************** ** **** */** *** *** ****** *******. 

CCTV ***'* ******* ****** ****** **** ***** ****

"********* ***** ****, **** *** *** **** *** ********* ****** that **** ********* ***** **** ***. **** ********* *** ** 'mob *********' **** **** ** *** **** *** ** *** traditional ******** ****** (*******, *****, ***** *******, ***.) *** ****** crimes," ******* ****. *** ***** ***** ** ****** ****'* **** benefit ** ** **** ******** ********* ***** *** ****. 

"** ********** ******, ********,*** *********** **** *** **** ***** ** ********** ** ********** **** **** *** ********* ** ******** *** suspects ********, **** * ***** ********* ********* **** ********* **** no ******** ****** ****** **** ********** *** *********," ******* ****. 

Comments (4)

Great article Carlton. Thanks for the post

"With some analytics you're actually getting adult vs. children, male vs female, what people are entering stores with your competitor's shopping bag"

Please show me the video of any of these things working in the real word as nothing I have seen in video analytics comes close to this other than "TV analytics"

Paul, yes, I'd love to get more specifics too. Sure, this can be theoretically done but with what level of accuracy, with how many new cameras, etc.

In fairness, LaRocca is not a technology expert so I would not expect him to know those details.

I agree with Paul, the analytics mentioned seem to be a little far fetched. If the male/female adult/child and competitors shopping bag (other than identify a red bag) analytic technology exists, I would like to know more about it and see it in action. LP (Loss Prevention) magazine recently did a 7-page cover story on facial recognition analytics for retail applications that seemed like it came straight out of a CSI episode and did not show the system in action or cite any installations.

The traffic path, dwell time and other marketing analytics are available but they are used mostly by the "big box" and mall type retailers and usually not in all store locations. They generally have a few "typical demographic" test market stores in each geographic region where they install the analytics to obtain maketing data and develop end cap layouts. Most of a chain store's floor plans are similar and planogram-med so that the merchandise layout is consistent, therefore installing the marketing analytics at each location is redundant. There are also slip & fall and crowd forming analytic rules available that could be useful to retailers to combat frivilous lawsuits or prepare for a flash mob attack. However, with these analytics priced at about $500 per rule per camera, and major retailers having thousands of cameras, one can easily see how it can be cost prohibitive.

Login to read this IPVM report.
Why do I need to log in?
IPVM conducts unique testing and research funded by member's payments enabling us to offer the most independent, accurate and in-depth information.

Related Reports

Kogniz Silicon Valley AI Startup Profile on Nov 07, 2018
Kogniz is a Silicon Valley company that aims to bring AI analytics to security and surveillance, centering on their own smart cameras: We spoke...
Solar-Powered, Smart-Phone-Based Access Kit (VIZPin) Examined on Nov 02, 2018
Cloud-based access control company VIZPin is releasing a solar-powered and smart phone based access control system for gates and other remote...
Directory of Access Control and Intrusion Startups on Oct 30, 2018
This directory catalogs access control and intrusion detection startups IPVM has found noteworthy. The directory is provided for your review to...
ADT Acquires Red Hawk, Becomes Billion Dollar Commercial Business on Oct 25, 2018
With its ~7th commercial acquisition in the past year, ADT is transforming itself from a residential provider to a commercial player with now more...
ADT and Brinks Home Security Struggles Impact On Industry Examined on Oct 23, 2018
ADT and Brinks Home Security have both been struggling over the last year. ADT valuation is 50%+ less than their IPO target. Brinks Home Security,...
ADI's Financials Revealed + W-Box Growth Priority on Oct 15, 2018
  ADI is one of the most powerful distributors in the security industry but how big are they? How much profit do they make? How much do they sell...
Security System Health Monitoring Usage Statistics 2018 on Oct 09, 2018
How well and quickly do integrators know if devices are offline or broken? New IPVM statistics show that typically no health monitoring is...
Fall 2018 New Products Directory on Oct 03, 2018
Fall 2018 New Products Directory We have compiled a directory of new products released fall 2018, or at least since our Spring 2018 Directory. The...
Alexa Guard Expands Amazon's Security Offerings, Boosts ADT's Stock on Sep 21, 2018
Amazon is expanding their security offerings yet again, this time with Alexa Guard that delivers security audio analytics and a virtual "Fake...
Central Stations Face Off Against NFPA On Fire Monitoring on Sep 18, 2018
Central stations are facing off against the NFPA over what they call anti-competitive language in NFPA 72, the standard that covers fire alarms....

Most Recent Industry Reports

Milestone Disrupts Milestone With Arcules on Nov 19, 2018
Milestone is now competing against... Milestone's own spinout Arcules New IPVM testing shows that Arcules has incorporated a substantial amount of...
Pressure Mounts Against Dahua and Hikvision Xinjiang Business on Nov 19, 2018
Pressure is mounting against Hikvision, Dahua, and other companies operating in Xinjiang as an international outcry brews against the Chinese...
Arcules Cloud VMS Tested on Nov 19, 2018
Arcules is a big bet, or as they describe themselves a 'bold company', spun out and backed by Milestone and Canon.  But how good is Arcules cloud...
'Sticker' Surveillance Camera Developed (CSEM Witness) on Nov 16, 2018
The Swiss Center for Electronics and Microtechnology (CSEM) has announced what it calls the: world’s first fully autonomous camera that can be...
ISC East 2018 Mini-Show Final Report on Nov 16, 2018
This is our second (updated) and final show report from ISC East. ISC East, by its own admission, is not a national or international show, billed...
Facial Detection Tested on Nov 16, 2018
Facial detection and recognition are increasingly offered by video surveillance manufacturers. Facial detection detects faces in an image/video...
Throughtek P2P/Cloud Solution Profile on Nov 15, 2018
Many IoT manufacturers either do not have the capabilities or the interest to develop their own cloud management software for their devices....
ASIS Offering Custom Research For Manufacturers on Nov 15, 2018
Manufacturers often want to know what industry people think about trends and, in particular, the segments and product they offer.  ASIS and its...
Hikvision Silent on "Bad Architectural Practices" Cybersecurity Report on Nov 14, 2018
A 'significant vulnerability was found in Hikvision cameras' by VDOO, a startup cybersecurity specialist. Hikvision has fixed the specific...
French Government Threatens School with $1.7M Fine For “Excessive Video Surveillance” on Nov 14, 2018
The French government has notified a high-profile Paris coding academy that it risks a fine of up to 1.5 million euros (about $1.7m) if it...

The world's leading video surveillance information source, IPVM provides the best reporting, testing and training for 10,000+ members globally. Dedicated to independent and objective information, we uniquely refuse any and all advertisements, sponsorship and consulting from manufacturers.

About | FAQ | Contact