Se aproxima una de las mejores jornadas para el sector retail. Este 2021, 65% de los consumidores están interesados por realizar compras en la temporada navideña, 21 puntos porcentuales más que en 20201; además, la reducción en restricciones por parte de las autoridades, una población que continúa en proceso de vacunación y atractivos descuentos, atraerá a los consumidores a las tiendas físicas. Esto también puede implicar un reto para la seguridad en tiendas de retail, por lo que deben optimizar al máximo el uso de la tecnología existente, como la usada para la gestión de vigilancia, que al aplicarla en otras áreas como operaciones, marketing o comercial, brinda beneficios más allá de la seguridad.
El sistema de video en el punto de venta de los espacios minoristas, ha sido adquirido y usado durante mucho tiempo para prevención de pérdidas (LP, por sus siglas en inglés). El sistema de videovigilancia, utilizado principalmente en la lucha contra los robos, rara vez ha sido utilizado para otras funciones y departamentos comerciales dentro de este sector.
Para 2023, se prevé que el mercado de la videovigilancia tenga un valor de 62.600 millones de dólares y que las aplicaciones de infraestructura representen más del 36% del mercado mundial, por lo que Genetec Inc., empresa que provee tecnología de seguridad unificada, seguridad pública, operaciones e inteligencia de negocios, da a conocer diferentes formas de aprovechar la tecnología de videovigilancia para que el sector retail obtenga beneficios más allá de la seguridad, capturando datos sobre los clientes durante la temporada de las compras navideñas.
“A medida que los presupuestos se reducen, se solicita a las organizaciones que hagan más con menos. Hoy, las soluciones de prevención de pérdidas pueden asociarse con otros departamentos para influir en las decisiones para minimizar hurtos y pérdidas, convirtiéndose en algo fundamental para conseguir resultados y valor para la organización en una temporada en la que los robos suben exponencialmente. Aunque la prevención de pérdidas sigue aportando valor a la organización bajo este esquema, hay otras formas de añadir importancia a las operaciones: a través del sistema de video en la tienda aportando valor a las estrategias comerciales, mercadotecnia o de compras”, mencionó Gigi Agassini, CPP, DSI, Directora Comercial para Genetec México.
Así como la tecnología de cámaras de videovigilancia evoluciona, también lo hacen sus capacidades y sus usos potenciales. La visualización remota, la detección avanzada de movimiento, la búsqueda de metadatos, el recuento de personas y las alertas en directo son algunas de las funciones que puede ofrecer un sistema de gestión de video o VMS. Estas capacidades no sólo mejoran las operaciones de LP, sino que también son muy valiosas para toda la organización cuando hay una gran afluencia de gente, así como en transacciones e inventarios fluyendo a través del piso de venta.
“La tecnología avanzada de video puede mejorar los resultados empresariales en prevención de pérdidas; ya sea a través de la disminución de la pérdida de inventario, la reducción de las pérdidas en el punto de venta (POS, por sus siglas en inglés) o la mejora en métricas de robo. Es esencial que una organización sea capaz de medir el progreso que puede derivarse de la tecnología”, dijo Agassini.
Con los presupuestos de LP continuamente reducidos, las capacidades de monitoreo remoto pueden ser un multiplicador de fuerza para la organización. El establecimiento de un hub de supervisión, una estación central o un centro de operaciones de seguridad global (GSOC, por sus siglas en inglés), son opciones adicionales para crear un modelo que aproveche el video remoto para supervisar y dar soporte a los almacenes remotos y la propia operación.
Los gerentes de las tiendas físicas pueden viajar para inspeccionar las operaciones, evaluar las condiciones de la tienda y hablar con los empleados. A veces, esto significa luchar contra el tráfico dentro de una ciudad cuando se dirigen de una tienda a otra o también viajar largas distancias en avión, lo que podría demorar días.
Hoy en día, con las soluciones de videovigilancia, los gerentes pueden estar sentados en su oficina en la parte central del país a la 1:00 de la tarde, viendo un video en directo de una tienda en el sur, mientras habla con un empleado de la misma sobre el aspecto de la tienda, cómo va el negocio y cuál es el plan de acción para seguir mejorando el rendimiento. Después, a las 2:00pm, puede repetir la misma acción en otra tienda al norte del territorio nacional para que, a las 3:00 pm, pueda comenzar a hacer el resumen por escrito de diferentes tiendas en diferentes puntos del país. Esto se traduce en reducción de costos y eficiencia en el tiempo y supervisión.
Entre otros ejemplos de procesos que podrían medirse e informarse eficazmente a través de las observaciones en video, se encuentran los siguientes:
- Niveles de existencias por hora de productos de alta rotación
- Número de clientes atendidos en el piso de ventas
- El tiempo que toma en ejecutar una tarea específica, como la descarga de un remolque
- El tiempo que tardan los clientes en la fila para pagar
“Hoy es claro un futuro muy cercano en el que se espera que un sistema de video sea más que video y brinde inteligencia al negocio interactuando con otros sistemas, brindando métricas importantes para retail, permitiendo colaboración con otras áreas del negocio como son Marketing, Operaciones y Prevención de Pérdidas que puedan utilizarlo y beneficiarse de un mismo sistema. El departamento de Prevención de Pérdidas es visto como un experto en el entendimiento y operación del sistema, lo que aumenta su relevancia dentro del comercio minorista. ¿Cuántas otras tecnologías tienen el potencial de cambiar los modelos de negocio, reducir los gastos y proporcionar una valiosa información comercial?”, concluyó Gigi Agassini, CPP.
1Informe Future Consumer Index de la consultora EY
Para más información sobre Genetec, visite: www.genetec.com/es
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