To determine the popularity of various racks, showcases in the store; identification of preferred routes for the movement of people or vehicles in the territory; analysis of object visit statistics, algorithms for constructing heat maps using surveillance cameras have been developed.
The heat map helps the administration to efficiently position the windows, analyze whether the flow of customers is evenly distributed over the area of the store and whether there are bottlenecks and congestion with trolleys, cluttered aisles. Marketing can make window displays more attractive, track the effectiveness of marketing campaigns in attracting customers.
The heat map visualizes the intensity of movement in different areas of the frame. It is formed by summing up the time during which movement is observed at a certain point. The software highlights the areas where visitors are most often located and stay for the longest time.
To visualize the intensity of movement, a color scale is used: color areas, colored depending on the intensity of movement, are superimposed on the video image with a transparent layer.
To assess the quality of product display, you can superimpose data on the color temperature at the location of a particular product or type of product with the number of purchases made for it. These heat maps reflect the time during which the buyer lingered at a particular storefront. If buyers stop near the window but do not buy, then it is worth analyzing the reasons.
To determine the most effective store layout and product location, it is convenient to use a heat map based on customer movement tracks. The brighter the area is colored, the more often visitors pass through this place. This information will identify "dead zones" and interest the buyer to go around the entire store and choose more goods along the way.
Too bright areas on such a map will reveal places where there are too many buyers and congestion may occur. The administration may try to separate the flows in different directions by moving, for example, the most popular showcases away from each other, for greater customer comfort.