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The company’s people­counting technology tracks consumers as soon as they enter a store. \nAs consumer spending and behavior continue to shift globally,\ncompanies face declining store traffic and softer in-store sales.\nBut e-commerce sales are pegged to keep growing (as well as the variable costs related to selling online).\n

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business technology

BUSINESS / TECHNOLOGY

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By Tracey Greenstein on March 28, 2017

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As consumer spending and behavior continue to shift globally,

companies face declining store traffic and softer in-store sales.

But e-commerce sales are pegged to keep growing (as well as the

variable costs related to selling online).

But about 90 percent of sales still occur in a physical store,

and retailers and fashion brands are turning to technology

companies to help maximize results and create a better in-store

experience. At the National Retail Federation “Big Show” earlier

this year, tech firms such as Retail Next, First Insight, Euclid

analytics shoppertrak and cisco among others

Analytics, ShopperTrak and Cisco, among others, touted variousAnalytics, ShopperTrak and Cisco, among others, touted various

in-store analytics solutions for attendees from the U.S., South

America, Canada and Europe.

In the Middle East and Asia, Sàvant Data System LLC, a Dubai-

based solutions provider, positions itself in the retail market by

offering “people counting” systems, business insights and in-

store analytics. The company also offers customizable solutions

that aim to help increase same-store sales and simplify

managing the customer experience as well as cut operational

costs.

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The firm works with more than 400 retailers in 38 countries

across the Middle East, Asia Pacific, Far East, India and Russia.

The company’s solutions are tailored for a variety of retail

businesses, including malls, banks, tourist attractions and

casinos, but its primary focus is to optimize shopper

experiences. One of the strongest markets is the United Arab

Emirates, where retail sales are pegged to reach $54 billion this

year with consumer spending on track to gain 4 percent,

according to The Federation of United Arab Emirates Chambers

of Commerce and Industry.

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And although Sàvant was founded in 2000, the

company’s growth accelerated at the start of the Great Recession

in 2007. Damien Singh, who serves as marketing manager of

Sàvant Data System, told WWD that at the time of the recession,

“retailers didn’t know what to do about their losses, so Sàvant

created the people-counting platform to help them understand

which store locations were benefiting geographically in their

business models. They [retailers] began using our platform to

get through those tough times.” The firm is led by Vic Bageria,

founder, chief executive officer and chief visionary officer.

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Singh said the company hopes to serve as the “backbone of the

retail sector” in the region, and added that Sàvant is “a locally

home-grown company, self-funded and publicly traded.”

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Dubai Mall

Sàvant has several solution platforms. Its business intelligence

solution provides insight into shopper trends and behavioral

patterns and informs retailers with methods

to strategically increase customer loyalty, sales coordination,

consumer attraction and retention. The solution is also

designed to help brands increase profit margins by adhering to

consumer-centric merchandising, and it is informed by real-

time data. Previously, this type of data would have

been gathered directly from employees, suppliers, shop floors

and via supply chains.

The company’s people-counting solution allows retailers to

understand their consumer base with greater detail. This, in

tandem with customer behavior analytics, helps retailers

boost sales, monitor marketing activities, control operational

costs and set performance indicators for each

segment of their business. And to meet shoppers’ demands for

customization, the solution lets retail clients send personalized

offers to shoppers via mobile devices.

With Sàvant’s geo-mapping capabilities, the technology tracks

with s vant s geo mapping capabilities

With Sàvant’s geo-mapping capabilities, the technology tracksWith Sàvant’s geo-mapping capabilities, the technology tracks

consumers as soon as they enter a store. Shoppers typically

connect their mobile devices to a store or mall’s Wi-Fi, and their

MAC (media access control) IP address is automatically stored,

creating a record for each individual. Sensors located at the

entryways of malls and stores tally visitors (and children) shop-

ping without mobile devices. The types of sensors used by

Sàvant include infrared beam, laser, video-based image

referencing, thermal red-heat detection and shape-recognition

technologies.

“Geo-mapping picks up on body signatures so retailers can

understand the direction customers are taking when they walk

in the store,” Singh explained. “For example, if most customers

walk toward the shoes, it will pick up on that and inform which

areas customers visit, and those that they don’t.”

Key performance indicators count the number of new, repeat,

recent, frequent and total visitors over a 90-day period. The

sensors identify the sex and age of shoppers, based on factors

such as height and body structure. Customer traffic, window

dwell times, on-line wait times, and even the number of

minutes shoppers spend in front of shelves, is counted.

Customers’ usage of dressing rooms is also calculated, as there is

a 4 percent lift in sales conversion when customers use a

changing room, according to Sàvant’s research.

Other technology includes Sàvant’s heat map analysis, which

reports on shoppers’ enter-to-exit behavior through a camera

that determines “hot zones” within the store that

sense occupancy. The camera keeps track of shoppers once they

enter a physical space, documenting which “zones and

categories” are visited, and for how long. This measures the

success of store design, shelf and window displays, as well as the

popularity of new and current products.

And although it serves major retailers and brands, Sàvant said it

is also committed to providing products and services that help

develop up-and-coming entrepreneurs and startups, by cutting

off overhead costs associated with IT infrastructure. “What

we’re really trying to do is give retailers a better understanding

and scope of the business,” Singh added.

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