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01-12-2015 | Original Paper

Cameras tracking shoppers: the economics of retail video surveillance

Authors: Douglas Cumming, Sofia Johan

Published in: Eurasian Business Review | Issue 2/2015

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Abstract

We examine whether video surveillance data enables improved retail performance. We analyze sales data collected from six sporting goods stores. We relate the sales data to an experiment where three stores had placebo video surveillance, and the other three stores made use of information learned in the video surveillance starting half-way through the sample period. A difference-in-differences analysis of the data indicates the use of video surveillance enables a substantial increase in total sales per hour, the number of transactions per hour, and the average size of each transaction.

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Footnotes
1
“In Bid to Sway Sales, Cameras Track Shoppers”, New York Times, March 19, 2010.
 
2
Ibid.
 
3
Below, we do not present regressions with winsorized observations; regardless, the findings are quite similar with winsorizing.
 
4
Unless otherwise indicated, these percentages are calculated relative to average levels for the entire 6 stores for the full sample period.
 
5
We exclude a variable for the number of single people to avoid perfect collinearity.
 
6
We exclude a variable for the number of adults to avoid perfect collinearity.
 
7
We exclude a variable for the number of people traveling towards direction 1 to avoid perfect collinearity. Hence, the economic significance is relative to the benchmark of direction 1.
 
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Metadata
Title
Cameras tracking shoppers: the economics of retail video surveillance
Authors
Douglas Cumming
Sofia Johan
Publication date
01-12-2015
Publisher
Springer International Publishing
Published in
Eurasian Business Review / Issue 2/2015
Print ISSN: 1309-4297
Electronic ISSN: 2147-4281
DOI
https://doi.org/10.1007/s40821-015-0023-3

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