Watching You: How Much Data Do Stores Have?

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Jan. 15 (Bloomberg) -- Cliff Crosbie, SVP of managed services at Prism Skylabs, explains how retail uses in-store tracking technology on Bloomberg Television’s “Bloomberg Surveillance.”

Executives under steve jobs and tim cook, joining sky labs to expand their visual merchandising.

Welcome.

So, this is really about the emphasis by brick and mortar stores to even the playing field with online retailers, because they do not quite get the data that the others get and they are trying to catch up?

You are trying to give these retailers a kind of real-time view of their stores, where customers are moving in the space so that they can optimize the merchandise.

Will this lead to fewer new store or -- new store openings?

For so long they have focused on building new stores as opposed to necessarily maximizing sales.

With this kind of data help them maximize and not jump to new stores all the time?

I think it will help them to maximize sales against the competition.

I think that stores are always going to be a real critical part of what these companies do.

I think i am afraid to talk to you.

How much do they actually know about what we do when we enter a store?

Privacy, the question you are asking, is one of the big reasons i joined.

We are not looking at individuals.

We are looking at patterns and trends within the space.

We take the individual out of the discussion.

Everyone knows that their cell phones are being tracked, that we give our data to facebook and twitter, that sort of thing, but i do not think people are thinking about when they go into the store, you are watching me.

Whether or not you keep it private, that might be creepy for people.

Do you worry that more getting out about your technology will hurt the store?

I do not want to go in there because i know they are watching me?

We are not watching individuals.

That is the key difference.

We are looking at patterns of groups within the space.

We are actually tracking product movements as well.

Give us an example.

Give us a client right now, like sam's club, walmart.

Bergstrom.

What is it?

Our clients and partners that we are working with are keen to keep their competitive advantage to themselves, but for example, a new york, one of the mutual things down on 10th avenue, we worked with them, but what we are using the data for is simply for the product.

We are optimizing the merchandise in that space.

If something is not selling their it is, we can do that.

Who actually uses the data?

Do the sales staff on the floor know more about us and real-time than we realize?

I know you say it is aggregated, but can we approach time -- tom?

You were not there last weekend when they threw me out of bloomingdale's? that is the fear.

I think that is the fear.

That is why we are steering well away from the individual.

We are just looking at the patterns that retailers can use, putting it into good data and other stores to make changes to the merchandise.

Interesting.

This text has been automatically generated. It may not be 100% accurate.

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