Heatmaper: seeing new opportunities through spots of interest


Heatmaper is a cloud service which analyses camera recorded videos to reveal valuable insights that help marketing and trade marketing to optimize store layout, place products better and hold promotional campaigns in the "hotter" zones.

Consumer’s motion analysis in stores is one of Geeksys' big bets. It allows retailers, consultants and the well established retailing consultancies to have access to a new tool which offers visual and precise insights, without the need to install any additional equipment and in a matter of minutes.

In this article, we present a new feature for revealing the heatmaps’ visual insights with greater detail level and contextualization. In order to do so, we present an analogy.

If you have had an eye exam done or witnessed one, you probably remember the attempt of reading letters of different sizes, printed or projected on a wall, out loud. Also recall that during the exam, the eye doctor performs a number of adjustments to the lenses of the equipment, until the patient's seeing disability is minimized or completely corrected.

The Spots of interest, an exclusive Heatmaper feature, enables you to look at store areas much more clearly, just like someone who wears glasses to correct a visual impairment.

 

Without further ado, let’s take a closer a look at an example:

Heatmap 1: Heatmap without selected Interest Regions

*high activity index on behalf of store staff; *moderate activity index on the customer’s side

Heatmap 2: Heatmap with a selected Interest Region

*emphasis to waiting customers, through Spot of Interest / Interest Spot

 

The Heatmap 1, intense motion is noticeable inside the counter and moderate in the cashier line. But wouldn’t it be possible to qualify and understand consumer’s behaviour in the line better? On the Heatmap 2, there’s a selected spot of interest in the area where customers typically wait in line to pay for their purchase. In this region it’s possible to notice greater detailing on the heatmap and also extract insights such as, if you observe the red areas, the customers are waiting next to the operating cashier.

 

Though this is a simple example, it illustrates how it is possible to observe consumer behavior in multiple levels of detail.

But in practice, which additional insights can be extracted from interest regions? Check out some gestions / bullet points (?) on the table below:

In short, how are the Spots of interest different?

 

GLOBAL  Heatmap

(without interest regions)

LOCAL Heatmap

(with interest regions)

Definição

Wider way to visualize the customer’s motion in the store, focusing on identifying behavior trends.

More detailed way to look at customer’s behavior in the store, focusing on identifying specific behaviors.

Que insights posso extrair?

- “dead” regions, which customers aren’t visiting;

- regions with greater potential for promotional campaigns;

- behavior patterns and customer motion inside the store. 

- purchase intention visualization;

- behavior patterns and customer interaction with the shelf or with products directly.

 

Find below some examples that illustrate this amazing tool!

  

  

Like it?

How about trying Heatmaper right away?

 


Posted on 05/02/2014

[Off-topic] An advise from a great entrepreneur: Elon Musk



Posted on 04/07/2014

Heatmaper: identifying areas with lowest sales potential


Heatmaper is a cloud service which analyses steady-camera recorded videos to reveal valuable insights that help marketing and trade marketing areas to optimize store’s layout, improve product positioning and execute promotional campaigns in the “hotter” zones.

Analysis of customer traffic inside physical stores is one of Geeksys’ big bets. It allows retailers, independent consultants and the well stablished retail consultancies to have access to a tool which offers a new and accurate view of customer behavior.

Some of the most valuable and interesting insights the Heatmaper can offer is the identification of areas of more or less traffic inside the store. Check out the following example to get to know how to use this insight in favour of the business.

 

 

In the heatmap above, it is noticeable the aisle on the right (highlighted in green) haven’t had customer activity. This insight is valuable because it allows to identify a possible cause for bad product performance and also deduce that the aisle is not the most appropriate place for a promotional action.

"The greater the customer traffic in a specific area of the store, the more exposed will the products be and the more attractive will the area be for conducting promocional activities".

In this case, if the store aims to increase sales of products displayed in the aisle with low identified traffic (restrictive factor), a possible action could use a Guerrilla marketing strategy to appeal customers, generating more product exposure and instigating the customer’s memory or his impulse.

Like it?

Try it right now!


Posted on 03/08/2014

Old-fashioned metrics in shop windows: the Sherlock Holmes’s method


The Sherlock Holmes character, famous for combining smarts /acumen/ cunning, scientific methods and deductive logics, unraveled crimes practically unsolvable for the Metropolitan Police of London, the Scotland Yard in the novels by physician and writer Sir Arthur Conan Doyle.

But which is the relation between a detective and a shop window?

 

 

"The small details are always the most important." 

Sherlock Holmes Quote
- A Case of Identity

 

"You see, but you do not observe. The distinction is clear."

Sherlock Holmes Quote
- A Scandal in Bohemia

 

In the mid 1980’s, an Argentinian shoe vendor known as Mr. Miguel, got inspired by the Sherlock Holmes’s tales to create a way to identify which products displayed in the shop windows were most desired by his customers.

Photo of the main shop window of the shoe store Oreck’s,  in the 1980’s

The technique consisted in counting the number of fingerprints left on the shop’s windows daily. After the count, the products that were closer to the regions where there were more prints had their prices increased and the other products had their prices reduced.

This simple but intelligent technique allowed the price adjustment as a function of the customer’s desires, leading the salesman to obtain margins up to 30% bigger than his competitors.

Genius, isn’t it?


Posted on 05/15/2013

What are the differences between measure, metric and indicator?


Measures, metrics and indicators are widely present on companies every-day, but it’s concepts and differences aren’t always comprehended and applied correctly.

This article presents the definitions of measure, metric and indicator in a simplified way and propose an analogy to ease the concept understanding.

 

Definition

Example

Measure

it's the association of a numerical quantity to a characteristic or the frequency in which an event occurs

- Which is the height of the customers that enter the shop?

- How many customers enter the shop?

Metric

it's the set of measurements taken through a period of time, using the same measuring methodology

- Through a period of time, day-by-day, which is the height and how many customers have entered the shop

Indicator

represents a variation, usually percentual, of a measurement or metric compared to a known reference

- knowing the monthly average of customers that enter the shop, saying if whether, in a giving given month, the number of customers that have indeed entered the shop was bigger or smaller than the known average

 

In order to understand and fix these concepts more easily, use your imagination and create the image of an alien patient who has just arrived in a acknowledged hospital.

As it would be, the arrival of the alien to the hospital caused fear and astonishment to all the staff, but specially to the medical team on duty (?). Although that creature represents imminent danger to all, because it is a living being, the medical team decides to help that strange creature.

One of the first procedures carried by a nurse was to measure the body temperature of the alien using a regular thermometer. As he read the thermometer, the nurse shouted “My God, he is 55ºC”. The doctors quickly exchanged glances, until one of them asked: “Does anyone know which is the ideal temperature for an alien?”. All remained silent.

Chart 1: Patient’s temperature measurement (55ºC) when arriving in at the hospital (t=0min)

Next, some exams were carried in attempt to diagnose the alien, but as we all know, a few hours are required until the results are ready. During the endless hours waiting for the results, a nurse decided to take the patient’s temperature every 30 minutes, generating a metric.

Chart 2: Patient’s temperature metric, measured every 30 minutes by the nurse

Later, a doctor analysed a the temperature metric, but ended up even more confused in finding the alien’s temperature varied significantly each 30 minutes.

 

Without other resources and as a last shot, one of the doctors decides to use Google to try to find out something about alien temperature. Luckly, he found a study that says the ideal temperature for an alien is 40ºC and variations ranging from 35ºC to 55ºC are due to highly stressful situations.

Chart 3: References for minimum (35ºC) and maximum (55ºC) temperatures for an alien, compared to the metric obtained by the nurse.

From the moment it was possible to compare the measurements which compose the temperature metric (55, 36, 44, 53, 47, 36, 40 e 49)ºC with the references found in the study (35 a 55ºC), they obtained an indicator. Based on this indicator, the medical team was able to act accordingly and in a few days the alien recovered to its fullest.

 

The conclusion and learning coming from this analogy is that the collected measurements and metrics reflected the severity of the situation in numbers. However, simply the acknowledgement of those numbers was not enough to diagnose the alien, once there was no sort of reference which allowed data interpretation. From the moment the references were found on, the doctors could determine the source of the problem, diagnose the patient and prescribe the adequate treatment.

It should be really stressful to find yourself lightyears from home and not speaking English... right?

 

 


Posted on 04/07/2013

Inspirational Quotes


Simple is always better

Make it better, not cheaper

You can do anything, but you can't do everything

We never fail, we just find ways that don't work

Let our insights change your mindset

Make people want to work for the company

© 2013 GeekSys Serviços de Informátida LTDA Back to Top