Quividi in retail

April 2011

Agenda

A. About QuividiB. The Quividi solutionC. Uses

a) Measuring the attractiveness of a storeb) Counting and profiling visitorsc) Analyzing trajectories in key placesd) Understanding the shopper behavior inside a categorye) Evaluating the audience of an in-store media

D. Technical details

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About Quividi

• Created in 2006, based in Paris, France• Leading automated audience measurement

company with over 120 customers across 30 countries.

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The Quividi solution – on the field

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A video analysis software running on a mini PC and simple cameras, that:• When installed at eye level (VidiReports)

• Counts the people who watch the point of interest (viewers) and those who pass by (OTS)

• Tracks head movements and estimate attention and dwell time

• Classifies faces in gender and age

• When installed on the ceiling, looking down (VidiGates)• Counts the persons passing up to 8 virtual

gates• When connected to the web

• Uploads data online anonymously• Displays results in charts and tables

The Quividi service

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• The hosting of the audience and traffic data in a private data silo

• The remote monitoring of the solution during the field period

• A real-time online access to the audience and traffic data while the research takes place (VidiCenter)

• A complete audited report delivered by email every week / month / quarter, or on demand.

• The correlation of audience and/or traffic data with sales figures (upon specific integration)

Measuring the attractiveness of a window

• Concept: understand what percentage of by-passers enter a store and what role the window layout played.

• Set up: – 1 camera in the window– 1 camera above the entry gate, outside– 1 single PC processing both cameras

• Results:– Store outside traffic (by avg. day & week)– Store entries (id.)– Window audience (id. + by demographics)– Ratios between those 3 metrics

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Store by-passers3.628

Windowslookers1.340

Visitors307

37% 23%

8%

Counting and profiling visitors

• Concept: count and qualify by demo-graphics the visitors of a store, or a category within.

• Set up: – 1 camera above each entrance (inside)– 1 camera aiming at the entrance

(4m behind)– 1 single PC processing both cameras

• Results:– Number of visitors by gender an age– By day, average day, average week.

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0

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30

40

50

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09:00 10:00 11:00 12:00 13:00 14:00 15:00 16:00 17:00 18:00 19:00

Evolution over an average day

undef.

Women 65+

Women 35-65

Women 15-35

Women children

Men 65+

Men 35-65

Men 15-35

Men children

Analyzing trajectories in key places

• Concept: reconstituting the visitor flow by analyzing trajectories in a few key places.

• Set up: – 1 IP camera above the key places

(entrance, main crossroads, escalators…) with as many gates as potential routes

– 1 or 2 PC processing all cameras

• Results:– Traffic flow in absolute or in relative terms– By day, average day, average week…

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Understanding the shopper behaviorinside a category

• Concept: analyze which sections of a category drag most shoppers

• Set up: – 1 camera above each entrance to the category– 1 camera under the shelf of each key section– 1 single PC per 2 cameras (hidden behind shelves)– 1 single 3G Wifi router to upload results

• Results:– Avg viewers per day/week, by

gender and age, for each section– Color-coded table for comparison– Charts for average trends

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3G

Alley #1 Alley #2

Cam 1 Cam 2 Cam 3 Cam 4 Cam 5 Cam 6 …

Aver # of watchers / day 129 99 148 141 128 87 …

% of watchers / shop footfall 9% 7% 10% 9% 9% 6% …

% of watchers / categ footfall 12% 9% 14% 13% 12% 8% …

Aver Attention time 3,1 sec. 2,0 sec. 3,2 sec. 2,4 sec. 3,4 sec. 2,2 sec. …

Aver Dwell time 7,0 sec. 5,7 sec. 9,3 sec. 7,1 sec. 8,8 sec. 7,0 sec. …

% of viewers with att. time >3 sec 29% 19% 29% 23% 28% 19% …

% of active dwell time (D / E) 45% 36% 35% 34% 39% 32% …

% men 52% 59% 54% 55% 61% 49% …

% children 9% 8% 10% 14% 11% 12% …

Evaluating the audience of an in-store media

• Concept: count and qualify the viewers and Opportunities to See of an in-store media.

• Set up: – 1 camera above a sample of the media– Software running on a dedicated mini-PC or

an existing one (Digital Signage)

• Results:– Avg. viewers and OTS per day/week, by type

of site/location– Analysis by gender and age, by attention

type, by media campaign…– Extrapolation to the complete network

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2,3 sec

3,1 sec

2,8 sec

2,1 sec

2,7 sec

3,0 sec

1,9 sec

2,3 sec2,2 sec

1,2 sec

2,9 sec

3,2 sec

2,1 sec

3,0 sec 3,0 sec3,2 sec

4,1 sec

3,6 sec

2,6 sec

3,3 sec3,1 sec

2,3 sec2,4 sec

2,6 sec

2,3 sec

3,0 sec

2,7 sec

1,0 sec

1,5 sec

2,0 sec

2,5 sec

3,0 sec

3,5 sec

4,0 sec

4,5 sec

Samsung Jet LG KP 501 Nokia 6600

Median attention time per gender & age, by screen

Children male

Young adults male

Adults male

Seniors male

Children female

Young adults female

Adults female

Seniors female

Average

Technical details

• Horizontal mode (VidiReports)– Camera range: up to 8 meters with standard webcam (60° field of view)– Accuracy

• Face detection: 95% (within detection distance)• Gender classification: 86%• Age classification: 75%

• Vertical mode (VidiGates)– Maximum height: 12 meters– Accuracy: 90-95%

• Nb of cameras per PC– Up to 12 cameras in VidiGates mode – Up to 8 cameras in VidiReports mode (4 when using USB)

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Quividi advantages over competition

• Flexible– Run off standard, low-cost components– Choice of cameras (webcam, wired or wireless IP)– No need for Internet access while operating– Multiple output modes (socket port, CSV, online dashboard)

• Complete– Up to 8 gates per traffic counter– Combine traffic with audience data– Strong reporting and monitoring capabilities (VidiCenter)

• Affordable– Free trial– Enterprise licensing plans

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Thank you

www.quividi.com

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