Por Janik Arellano, Small Business Accounts Manager Axis Communications.
No es ningún secreto que la videovigilancia hoy en día es uno de los pilares del sector minorista. Durante años, ha sido una herramienta vital que ayuda a los dueños de los negocios en sus esfuerzos por prevenir pérdidas y mejorar la seguridad de sus establecimientos. Pero las personas en la actualidad saben que el valor del video no se limita a las aplicaciones de seguridad ordinarias, por lo que continuamente buscan formas innovadoras de convertir el video en datos e información útil.
Estos esfuerzos están impulsando la necesidad de contar con una mayor capacidad de almacenamiento. De hecho, se prevé que la capacidad de almacenamiento utilizada para las aplicaciones de videovigilancia crecerá a una tasa de crecimiento anual compuesto (CAGR) del 39.1% entre 2015-2019[1]. Si estas predicciones son correctas, más de 221 petabytes (PB) de capacidad de almacenamiento se enviarán al sector minorista en 2019.
¿Cuáles son las razones de este crecimiento? Una de ellas es la proliferación de cámaras digitales multisensoriales. El sector minorista es el segundo mercado en adopción de nuevas tecnologías y cámaras de alta definición (HD) detrás del sector comercial. Y las unidades digitales generan archivos de imágenes más grandes que los dispositivos analógicos, lo que resulta en la necesidad de mayor capacidad de almacenamiento para guardar los archivos.
Otra razón, es el constante reto por reducir la cantidad de mercancía robada de las tiendas. En el comercio minorista, la videovigilancia desempeña un papel vital en los esfuerzos de prevención de pérdidas. Pero el robo hormiga todavía plaga la industria. De acuerdo con la Federación Nacional de Retail (NRF, por sus siglas en inglés) en Latinoamérica, más del 48% de los minoristas informaron haber tenido reducciones en sus inventarios durante 2016-2017. En general, las pérdidas en inventario costaron a la economía minorista latinoamericana alrededor de 45 mil millones de dólares el año pasado.
Los delincuentes se están volviendo mucho más organizados y sofisticados, cambiando la forma en que se comportan. Los minoristas deben responder a esta creciente amenaza y estar preparados no para invertir solo en tecnología, sino también en las habilidades de su personal. Si bien las presiones de costos sobre los dueños de los negocios son considerables, existe un riesgo que los minoristas opten por soluciones de video y seguridad de menor costo, lo que reduce los estándares y deja a sus grupos de interés más vulnerables.
Al adoptar nuevas tecnologías e instalar cámaras de alta definición, los dueños de los negocios pueden reducir esas pérdidas o esclarecer algunas otras interrogantes para sus negocios y mejorar la rentabilidad de su inversión en sistemas de video vigilancia.
¿Quiénes son sus clientes?
Los minoristas deben conocer la composición demográfica de sus clientes para tomar mejores decisiones sobre publicidad, colocación de productos y diversificación de mercancías. Mediante el análisis de las transmisiones de video, los analíticos de video pueden identificar a los compradores por edad y sexo, brindando a los dueños de los negocios información estadística valiosa sobre sus clientes potenciales.
¿Cuántas personas hay en su tienda y adónde se dirigen una vez dentro?
El análisis de video puede esquematizar los patrones de tráfico para brindar datos sobre cuántas personas hay en las tiendas, el camino que recorren una vez dentro y dónde se congregan (utilizando «mapas de calor» basados en video). Esto ayuda a los comerciantes a identificar patrones, períodos y ubicaciones populares, lo que les permite realizar cambios en los diseños de piso, pantallas, publicidad o personal para atender mejor a sus clientes y aumentar los ingresos.
¿Cuánto tiempo tienen que esperar sus clientes?
A nadie le gusta estar esperando en una fila. De todas las cosas que irritan a los consumidores, formarse en largas filas tiene que ser una de ellas. Los analíticos de video permiten a los minoristas monitorear puntos de congestión para identificar las áreas “problemáticas” (como cajas, módulos de atención a clientes y entradas) a tiempo, de modo que se pueda enviar personal adicional para ayudar.
¿La permanencia, qué tan importante es?
El tiempo que los clientes pasan en las tiendas y sus recorridos (la cantidad de tiempo que los compradores pasan interactuando con aparadores, pantallas o quioscos) son dos métricas que brindan información valiosa a los dueños de los negocios. Sin embargo, ninguno de los indicadores se monitorea con frecuencia (solo el 23% y el 10%, respectivamente, de acuerdo con un estudio de RIS News). Pero, con las analíticas de video, eso está cambiando. Ahora, los minoristas pueden rastrear cuánto tiempo pasan los compradores en sus tiendas, así como monitorear cómo responden para mostrar publicidad y ofertas con tiempo límite, para que puedan medir la efectividad y hacer ajustes en consecuencia.
Sin lugar a duda, los datos generados a través de la videovigilancia están cambiando la realidad en el comercio minorista. Hoy más que nunca, los comerciantes se están centrando en los comportamientos de los consumidores y en la optimización de la experiencia en la tienda. A través de tecnologías innovadoras, cámaras de alta resolución y el análisis de video, los minoristas pueden capturar y analizar más datos de clientes basados en video, lo que está impulsando la necesidad de una mayor capacidad de almacenamiento.
Para maximizar el valor que puede derivarse de estos datos se requiere más que solo capacidad, requiere un sistema de almacenamiento de alto rendimiento y múltiples niveles, diseñado específicamente para aplicaciones de video que pueden crecer de manera exponencial y rentable, mientras que los dueños de los negocios aseguran que todos sus archivos permanezcan accesibles.
La ciudad de Bad Hersfeld también espera beneficiarse de la prueba PostBOT, ya que se proporcionará un dispositivo a un empleado municipal que distribuye el correo entre las oficinas municipales.
Un factor que cambiará la dinámica de las compras por internet será la alta penetración de usuarios de smartphones, tanto en los mercados desarrollados como en los emergentes.
EY FinTech 2017: El índice de adopción mundial de estas herramientas digitales es de 33%; el BID destaca que en México la creación de tecnologías emergentes creció 50% entre 2016 y 2017.
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Por Janik Arellano, Small Business Accounts Manager Axis Communications.