LaRocca on Trends in Retail Surveillance

By: 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

  • *** ****** ****** **** works *** ****** ***** store
  • ********* *** ************ ******* on ****** **********
  • ******* *** ****** *** safety ********** *** ******** more ******

** *** **********, *** most ********* ****** ****** for ****** ****** ** also *** ** *** most *****, *** ****** cameras ** ***** ***** locations **** ******* ******** in **** *********. 

“*** ******** ****** ****** is ***** ****, **** door, ******** *** ****** trafficked *****. *** ****'* not ***** ** ****** much *** ********** ******* to ************ [***********]. **** you *** ******* ******** on ****** **** *** targeted *** *****.” ** says.

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

*** **** ********* ******* are ***** ******* ** high ******* *****. “**** most ********* ******* ** typically ** *** ******* places ** *** ***’** automatically ** ************ **** of **** **** ****** product. ******* *** **** heavily **********, **’* **** most ****** ** ******* anything **** *********** ** people ******* ********** ** potential ***** ******.” ************ high ******** ***** *** usually ***** ***** ****** will **** ******* ** get **** *** **** of *** ***** ** another. 

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

**** ******* **** ******* are ************ ** ******* that ****** ******** **** value ***** ** ******** areas ** *** *****. “For *******, **** *** stores **** **** ******** cameras **** **** ******** cameras **** ***** *** jewelry *******,” ** ****. These *** *** ******* relied ** ** ******* evidence ** ****** **** to ***** *********** *** the *********** ** *** suspect, *** *** **** valuable **** ********* ** real ****. ******* **** many ****** **** ***** cameras ********* **** **** tags ** ****** **** people ***** ***** *****.

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

******* ** *** ***** doors ****** ********** *** cameras ** *** ***** and ** ** * position ** ******* ****** of * ******’* **** as **** *** ***** and ******.

“*** *** *** ****** video ************ ** * company ********** ** *** size ** *********. *** may *** *** ******* in * ******** *** if ****’** *** ******** in *** ***** ***** or ** **’* *** for *** **** ******* of ******** ****** **** you’re *** ***** ** see * ********* ** property **** **** * store,” ** ****. ************ for ******* ************* ******* loss **********, *** ******* must ** *********. 

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

******** **** ****** ********* have **** "********* *********" for ****** *** **** he **** *** *** growing ******* ******* ** the ***** ** ****** to **********, ******* ** loss **********. ** *** last *** ** **** years, ** **** ** has **** ******* *** *** several ********** ***** ***** deployments ***** ****** *********. In ****, ** **** most big *** ****** *** some **** ** ****** analytics.

"************, ***** *** *** loss ********** **********'* **************. Now, **** ***** *** be *********** *** ************, maintenance *** ********** ** the ******, *** *** they're ********* ****** ** traditional ******** ********* ** make **** **** ******** decisions," ** ****. *** that *****'* **** **** people ********.

"**** **** ********* ***'** actually ******* ***** **. children, **** ** ******, what ****** *** ******** stores **** **** **********'* shopping ***. *** *** see *** * ***** plan ***** ***** *** layout ******* **** ****** to ******. *****'* ***** times *** ********** ***** (the **** ** ****** who **** ** *** leave **** ** ****). It's **** **** *** need ** **** ******** decisions. ** **** ** the ******** ** '*** is *** *********** **** so ****,' *** *** look *** *** ** someone ** ******* *** lights **. **** ** really ******** ***********."

"*** **** ********** ****** who *** ** ***** for ***** ****** ****** and *** *** *** *** bandwidth, ***'** *** **** those *** ****-******* ******* ** ** finance ********** ******* **'* providing **** **** ********* wants," ** ****. 

**** *****, ** ** still *** ***** ** us, *** ****** ******** retail ********* *** ***** used ** **********. ***** we **** ****** ** many ********* *** **** done ****** ** ***** scale ***********, ********** **** explain ** ** **** they **** ****** *** to ******* ****** *** to **** *** **********.

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

*** **** ** ******** cameras *** **** ** an ***** **-** ***** ago, *** *** *** a ******** ** ******* a ***** *** *** cameras, *** ** ** they *** ****** ****** monitoring.  **** ****** **** have * *** ** site, *** **** *** sending **** ***** ********* because **** **** *** bandwidth ** ******** *****.

“*** ********** ** ****** today, *** ***** *** bigger *** *** ** the *********, ********* *** looking *** **** ** reduce ****. **** *** have **** ********* **********, it *****’* ****** ****** where *** *** *******. If *’* ******* ** an ****** ** *** third ***** ***** ****** or ******* ** *** corporate ****** *** **** state ****, **** ********* of *** ***** *** the ************ **** *** people ** *** ****** functions ** **** *** same *** ** ****** case,” ******* ****.

Health *** ******

************ *** ******* **** slip *** **** ****** “leads ****** ** ** some ********** ******,” ******* says. ******* *** ************ going ****** ******** ***** used *** ****** *** safety ** ****** ************

“***** ******* ******* **** and **** ***** *** its ***** ******** ** court ... ** *** have *** ** *** slip *** **** ****** a ****, * ****** system **** *** *** itself **** *** **** again ***** ****. *** same ** **** **** back ***** **** ****** accidents: *** ******* ** capturing **** ****** ******* and **** ******** ** later **** ** *****,” he ****. 

**** *** **** ***** used ** ****** **** food *** *************** *** being ******* *** ****** properly *** ** ******* evidence ** *********.

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

**** *** **** ******, DHS *** ************ ***** the****** ****** ** **** up * ****** ********** *********. * asked ******* ** ********* retailers ** *** ***** systems ** **** ** eye *** *** *********/********** activity ** ******** ** their **** **********, ** giving **** ** ********** responsibility ** * **** most *** *** ********** trained ***.

"**'* *** *** **** to ***," ******* ****. "Security ** ********'* **************. *** *********** message **** *** *** other ******** **** ****** *** is '*** *********, *** *********' and ** ********. * think ********* **** ** important **** ** **** statement because ****** ********* *** in **** ********* ... If *** ****** *** lend * **** *** that video becomes *******. ** **** cases **** *** ***** court ***** ** ******* the *********** *** ** many ***** **** *** providing ** ******* **'* the ***** ***** ** do.” ** ***** **** surveillance **** ****** ****** was **** ** ************** of **** */** *** The ****** *******. 

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

"********* ***** ****, **** did *** **** *** deterrent ****** **** **** companies ***** **** ***. When ********* *** ** 'mob *********' **** **** to *** **** *** of *** *********** ******** layers (*******, *****, ***** systems, ***.) *** ****** crimes," ******* ****. *** these ***** ** ****** CCTV's **** ******* ** to **** ******** ********* after *** ****. 

"** ********** ******, ********,*** *********** **** *** CCTV ***** ** ********** ** ********** **** from *** ********* ** identify *** ******** ********, over * ***** ********* including **** ********* **** no ******** ****** ****** were ********** *** *********," LaRocca ****. 

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

ASCMA / Monitronics Declares Chapter 11 Bankruptcy Plan on May 22, 2019
Monitronics is entering into Chapter 11 bankruptcy. The company, also called Ascent Capital Group Inc., aka ASCMA, aka Brinks Home Security,...
China PRC Government New National Video Surveillance Standards on May 14, 2019
The People's Republic of China (PRC) government has released a new set of overarching standards for authorities to follow when they install video...
Mining Company Security Manager Interview on May 10, 2019
First Quantum Minerals Limited (FQML) is a global enterprise with offices on 4 continents and operations in 7 countries with exploratory operations...
10 Facial Recognition Providers Review (Secutech) on May 09, 2019
Adding to our 19 Facial Recognition Providers Profiled report from ISC West, IPVM focused on facial recognition technology for our Day 2 coverage...
Restaurant Security Manager Interview on May 06, 2019
Wright’s Gourmet House in Tampa, Florida has been around for over 50 years. During most of that time, there were no security measures in place. Now...
Amazon Marketing Pro Installs of Amazon Security Systems on Apr 25, 2019
Is Amazon a threat to conventional providers like ADT, Vivint and Brinks Home Security? Many say no. Now, Amazon is advertising free in-home...
19 Facial Recognition Providers Profiled on Apr 23, 2019
IPVM interviewed 19 facial recognition providers at ISC West to understand their claimed accuracy, success and positioning. 9 from China, where...
Alarm.com Favorability Results 2019 on Apr 15, 2019
The once dot com startup has evolved to become a core provider for home security and is now expanding into commercial. In their first entry in...
Hikvision AI Problems Criticized By Chinese Publication on Apr 09, 2019
Hikvision's facial recognition works poorly, causes delays and worsens learning, according to a new investigation by one of China's leading...
Cambium Wireless Video Surveillance Profile on Mar 27, 2019
Cambium Networks, spun out of Motorola Solutions in 2011, says "outdoor durable radios are in their DNA" and they are targeting video surveillance...

Most Recent Industry Reports

NJ Law Requires Apprenticeship For Public Works Integrators on May 24, 2019
Few integrators do a formal apprenticeship program. However, now a NJ law is requiring any integrator on public works projects (such as state...
Security / Privacy Journalist Sam Pfeifle Interview on May 24, 2019
Sam Pfeifle is best known as the outspoken former Editor of Security Systems News. After that, he was publications director at the International...
Verkada Video Quality Problems Tested on May 23, 2019
Verkada suffers from numerous video quality problems, not found in commercial IP cameras, new IPVM testing of Verkada vs Axis and Hikvision...
Average Frame Rate Video Surveillance 2019 on May 23, 2019
What is the average frame rated used in video surveillance systems? In IPVM's 2011 statistics, the average was 6-8fps increasing to ~10fps in...
Access Control Job Walk Guide on May 22, 2019
Significant money can be saved and problems avoided with an access control job walk if you know what to look for and what to ask. By inviting...
ASCMA / Monitronics Declares Chapter 11 Bankruptcy Plan on May 22, 2019
Monitronics is entering into Chapter 11 bankruptcy. The company, also called Ascent Capital Group Inc., aka ASCMA, aka Brinks Home Security,...
US Considers Sanctions Against Hikvision and Dahua on May 22, 2019
The US government is considering blacklisting "up to 5" PRC surveillance firms, including Hikvision and Dahua, Bloomberg reported, with human...
Dahua USA Celebrates 5 Years of Errors on May 21, 2019
Dahua USA is, in their own words, 'celebrating' 5 years in North America or as trade magazine SSN declared: Dahua Technology finds success in...
Axis ~$150 Outdoor Camera Tested on May 21, 2019
Axis has released the latest in their Companion camera line, the outdoor Companion Dome Mini LE, a 1080p integrated IR model aiming to compete with...
Covert Facial Recognition Using Axis and Amazon By NYTimes on May 20, 2019
What if you took a 33MP Axis camera covering one of the busiest parks in the US and ran Amazon Facial Recognition against it? That is what the...

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