LaRocca on Trends in Retail Surveillance

By Carlton Purvis, Published Jul 15, 2013, 12:00am EDT (Info+)

Is there a camera layout formula that can be effective in any retail store to help protect it from shrinkage? Joe LaRocca [link no longer available], former National Retail Federation executive and founder of Retail Partners [link no longer available] 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

  • *** ****** ****** **** ***** *** almost ***** *****
  • ********* *** ************ ******* ** ****** monitoring
  • ******* *** ****** *** ****** ********** are ******** **** ******

** *** **********, *** **** ********* camera ****** *** ****** ****** ** also *** ** *** **** *****, but ****** ******* ** ***** ***** locations **** ******* ******** ** **** scenarios. 

“*** ******** ****** ****** ** ***** door, **** ****, ******** *** ****** trafficked *****. *** ****'* *** ***** to ****** **** *** ********** ******* to ************ [***********]. **** *** *** cameras ******** ** ****** **** *** targeted *** *****.” ** ****.

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

*** **** ********* ******* *** ***** trained ** **** ******* *****. “**** most ********* ******* ** ********* ** the ******* ****** ** *** ***’** automatically ** ************ **** ** **** high ****** *******. ******* *** **** heavily **********, **’* **** **** ****** to ******* ******** **** *********** ** people ******* ********** ** ********* ***** issues.” ************ **** ******** ***** *** usually ***** ***** ****** **** **** through ** *** **** *** **** of *** ***** ** *******. 

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

**** ******* **** ******* *** ************ by ******* **** ****** ******** **** value ***** ** ******** ***** ** the *****. “*** *******, **** *** stores **** **** ******** ******* **** have ******** ******* **** ***** *** jewelry *******,” ** ****. ***** *** the ******* ****** ** ** ******* evidence ** ****** **** ** ***** merchandise *** *** *********** ** *** suspect, *** *** **** ******** **** monitored ** **** ****. ******* **** many ****** **** ***** ******* ********* with **** **** ** ****** **** people ***** ***** *****.

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

******* ** *** ***** ***** ****** supplement *** ******* ** *** ***** and ** ** * ******** ** provide ****** ** * ******’* **** as **** *** ***** *** ******.

“*** *** *** ****** ***** ************ at * ******* ********** ** *** size ** *********. *** *** *** 100 ******* ** * ******** *** if ****’** *** ******** ** *** right ***** ** ** **’* *** for *** **** ******* ** ******** shrink **** ***’** *** ***** ** see * ********* ** ******** **** from * *****,” ** ****. ************ for ******* ************* ******* **** **********, the ******* **** ** *********. 

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

******** **** ****** ********* **** **** "extremely *********" *** ****** *** **** he **** *** *** ******* ******* because ** *** ***** ** ****** to **********, ******* ** **** **********. In *** **** *** ** **** years, ** **** ** *** **** broader use *** ******* ********** ***** ***** deployments ***** ****** *********. ** ****, he **** **** *** *** ****** *** some **** ** ****** *********.

"************, ***** *** *** **** ********** department's **************. ***, **** ***** *** be *********** *** ************, *********** *** management ** *** ******, *** *** they're ********* ****** ** *********** ******** equipment ** **** **** **** ******** decisions," ** ****. *** **** *****'* just **** ****** ********.

"**** **** ********* ***'** ******** ******* adult **. ********, **** ** ******, what ****** *** ******** ****** **** your **********'* ******** ***. *** *** see *** * ***** **** ***** after *** ****** ******* **** ****** to ******. *****'* ***** ***** *** conversion ***** (*** **** ** ****** who **** ** *** ***** **** an ****). **'* **** **** *** need ** **** ******** *********. ** even ** *** ******** ** '*** is *** *********** **** ** ****,' you *** **** *** *** ** someone ** ******* *** ****** **. This ** ****** ******** ***********."

"*** **** ********** ****** *** *** to ***** *** ***** ****** ****** and *** *** *** *** *********, ***'** now **** ***** *** ****-******* ******* ** ** finance ********** ******* **'* ********* **** that ********* *****," ** ****. 

**** *****, ** ** ***** *** clear ** **, *** ****** ******** retail ********* *** ***** **** ** production. ***** ** **** ****** ** many ********* *** **** **** ****** or ***** ***** ***********, ********** **** explain ** ** **** **** **** chosen *** ** ******* ****** *** to **** *** **********.

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

*** **** ** ******** ******* *** more ** ** ***** **-** ***** ago, *** *** *** * ******** of ******* * ***** *** *** cameras, *** ** ** **** *** afford ****** **********.  **** ****** **** have * *** ** ****, *** more *** ******* **** ***** ********* because **** **** *** ********* ** transmit *****.

“*** ********** ** ****** *****, *** pipes *** ****** *** *** ** the *********, ********* *** ******* *** ways ** ****** ****. **** *** have **** ********* **********, ** *****’* really ****** ***** *** *** *******. If *’* ******* ** ** ****** on *** ***** ***** ***** ****** or ******* ** *** ********* ****** the **** ***** ****, **** ********* of *** ***** *** *** ************ with *** ****** ** *** ****** functions ** **** *** **** *** in ****** ****,” ******* ****.

Health *** ******

************ *** ******* **** **** *** fall ****** “***** ****** ** ** some ********** ******,” ******* ****. ******* are ************ ***** ****** ******** ***** used *** ****** *** ****** ** retail ************

“***** ******* ******* **** *** **** again *** *** ***** ******** ** court ... ** *** **** *** or *** **** *** **** ****** a ****, * ****** ****** **** pay *** ****** **** *** **** again ***** ****. *** **** ** true **** **** ***** **** ****** accidents: *** ******* ** ********* **** really ******* *** **** ******** ** later **** ** *****,” ** ****. 

**** *** **** ***** **** ** verify **** **** *** *************** *** being ******* *** ****** ******** *** to ******* ******** ** *********.

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

**** *** **** ******, *** *** increasingly ***** ********* ****** ** **** ** * role** ********** *********. * ***** ******* if ********* ********* ** *** ***** systems ** **** ** *** *** for *********/********** ******** ** ******** ** their **** **********, ** ****** **** an ********** ************** ** * **** most *** *** ********** ******* ***.

"**'* *** *** **** ** ***," LaRocca ****. "******** ** ********'* **************. *** *********** message **** *** *** ***** ******** have ****** *** ** '*** *********, *** *********' and ** ********. * ***** ********* play ** ********* **** ** **** statement because ****** ********* *** ** **** Americans ... ** *** ****** *** lend * **** *** **** ***** ******* *******. In **** ***** **** *** ***** court ***** ** ******* *** *********** and ** **** ***** **** *** providing ** ******* **'* *** ***** thing ** **.” ** ***** **** surveillance **** ****** ****** *** **** in ************** ** **** */** *** The ****** *******. 

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

"********* ***** ****, **** *** *** have *** ********* ****** **** **** companies ***** **** ***. **** ********* get ** '*** *********' **** **** to *** **** *** ** *** traditional ******** ****** (*******, *****, ***** systems, ***.) *** ****** ******," ******* says. *** ***** ***** ** ****** CCTV's **** ******* ** ** **** identify ********* ***** *** ****. 

"** ********** ******, ********,*** *********** **** *** **** ***** on ********** ** ********** **** **** *** community ** ******** *** ******** ********, over * ***** ********* ********* **** juveniles **** ** ******** ****** ****** were ********** *** *********," ******* ****. 

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.

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