Retailers are now using a powerful and invisible form of in-store surveillance. They are using artificial intelligence (AI) to analyze the video feeds from their overhead security cameras. One of the key metrics that this AI is trained to track is your “dwell time.” This is the amount of time you spend paused in a specific aisle or in front of a specific display. This data is a goldmine for retailers. It tells them exactly which of their products and marketing efforts are most effective at capturing your attention.
1. Walmart
The retail giant Walmart has been a leader in the use of in-store AI. The company has invested billions of dollars in its “Intelligent Retail Lab.” The cameras in these stores use AI to analyze customer behavior in real-time. The system can track a customer’s path through the store. It can also measure how long they “dwell” in front of a particular product on the shelf.
2. Kroger
The nation’s largest supermarket chain, Kroger, is also using this technology. The company has rolled out “smart shelves” and enhanced overhead camera systems in many of its stores. The AI can analyze how shoppers interact with the products on the shelf. The data on “dwell time” is used to help the store optimize its product placement and its promotional displays to increase sales.
3. Target
Target is another major retailer that is using AI to analyze its in-store video feeds. The company’s goal is to better understand the customer journey through its stores. By measuring the “dwell time” in different departments, the company can learn which of its displays are the most engaging. This data is a key part of their famously effective merchandising strategy.
4. Amazon Go and Amazon Fresh
Amazon’s high-tech grocery stores are built on a foundation of AI-powered surveillance. The stores’ “Just Walk Out” technology uses a huge number of cameras and sensors to track every single item you pick up. The system also tracks your “dwell time” with incredible precision. This allows the company to A/B test different product placements and to see how they affect a customer’s purchasing decisions in real-time.
5. Walgreens
The pharmacy chain Walgreens is also using this technology in some of its stores. The company has installed a system of “smart coolers” with doors that have built-in cameras and sensors. The AI can analyze how long a customer stands in front of the cooler door before they make a selection. This data is used to optimize the placement of the most profitable beverage brands.
6. Sam’s Club
The warehouse club Sam’s Club, which is owned by Walmart, has also been a testing ground for in-store AI. The company has used AI-powered cameras to monitor the flow of traffic in its stores. The “dwell time” data is especially useful in a club store environment. It helps the company to measure the effectiveness of its popular free sample stations.
7. Regional Chains and Smaller Retailers
This technology is no longer just for the national giants. A number of smaller, regional grocery chains are now partnering with tech startups to implement this kind of AI analysis in their stores. The cost of the technology is coming down. This means that this type of in-store tracking is likely to become a standard practice across the entire retail industry in the near future.
The Data-Driven Aisle
The use of AI to analyze your “dwell time” is a powerful and largely invisible form of market research. It turns every single shopping trip into a data collection event. The store is learning from your subconscious behavior. It is using that knowledge to create a more persuasive and a more profitable retail environment. For consumers, it is a powerful reminder that in the modern store, your every move is being watched and analyzed.
How do you feel about retailers using AI to track your behavior in the store? Does this practice seem helpful or invasive to you? Let us know your thoughts!
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