CyberSense: Case Studies

Exhibition

Introduction

Hong Kong Jewellery Manufacturers’ Association (HKJMA) is an organization aiming at increasing the productivity and competitiveness of Hong Kong jewellery manufacturers. Since 1995, HKJMA organized “Hong Kong Jewellery Manufacturers’ Show” to assist members to explore local jewellery market. The show keeps a steady growth in terms of number of exhibitor and visitors throughout the years and it becomes one of the Asian major jewellery trading events and serves as an immediate sales platform for local, regional and international buyers. 

The Challenge

HKJMA distributes visitor passes to every visitor during registration. By scanning barcodes on visitor passes, it has recorded the number of visitors entering and leaving the venue. However, what they have on hand is simply the raw data, which requires further processing before carrying out meaningful analysis. Moreover, those figures is not a perfect reflection of the people flow for, as visitors may leave without passing by all the booths. While the people flow and conversion rate (the percentage of people passing by a booth enter the booth) are of much use for HR and marketing, it a “mission impossible” in the past as neither Infrared-based nor thermal based people counter can be apply in a  15,744m2 columnless area with almost 10m high celling. 

The Method

CyberSense is the perfect solution to make the impossible dream come true.  

With its IR 3D reconstruction technique, CyberSense can be installed in any places and count more accurate than the human eye. In “Hong Kong Jewellery Manufacturers’ Show 2012” (HKIJMS), HKJMA used 20 sets of CyberSense in key aisles of different sections and crossroads to see the variation of people flow in different regions over different time periods.

The Benefits

It is of much use to find out the co-relation between the footfall data and time in different sections. Visitor preferences and visitors behaviours can be studied through the data. For example, if Region A has more people flow in day 1 while Region B has more people flow in day 2, by crossing over with the registration data, we can find out the different preferences of different groups of visitors and carried out more segmented marketing. Quiet spots can also be identified in this way that staff schedule optimization and people flow management can be implemented.

Moreover, as the exhibition is organized every year, the figure obtained this year would became a valuable reference next year. The data can use to optimize channel setting and planning, human resource planning, opening hours setting and even promotion campaign planning.

Conclusion

The partnership between HKJMA and CyberArts is a huge success. The people flow data collection and analysis service by CyberArts is proved to be very useful on assisting HKJMA to allow enhance HKIJMS visitors’ customer experience.

Pop-up Store

Introduction

Fashion Farm Foundation (FFF) was established in 2012 by a group of successful and enthusiastic local fashion entrepreneurs. It is a non-profit making organization aiming to unite individual fashion designers and fashion retailers. With professionalism and expertise to develop and foster both their business and the industry within and beyond the territory, the foundation has evolved to become a key platform to share ideas and experience through organizing fashion events such as catwalk shows, seminars, interviews, group discussions and meetings. 

The Challenge

To promote Hong Kong fashion industry, FFF helps young artists to showcase their creations around the globe. In February 2013, FFF organized the Fashion Guerrilla in Paris. As it is a non-profit making event, people flow data has become the most direct indicators to evaluate how successful the event is. However, it is not cost-effective to send a staff overseas for simply people counting or impractical to find overseas people-counting service providers to install counters.

The Method

CyberSense utilize 3D IR reconstruction technology, one of the leading technologies available in the market. With the technological breakthrough, CyberSense is highly portable that not only it can be installed vertically, but also in a horizontal manner. The installation of CyberSense is very simple. Just connect it with the power source and all the people flow data will be recorded. Data can be retrieved later whenever you need.

Benefits

As Fashion Guerrilla is not a one-off event, it is crucial to compare the popularity of the exhibition over different countries with concrete data. Analysing the people flow data allow FFF to identify market preferences and measure marketing effectiveness. Moreover, peak hour analysing assisted FFF to optimize its staff schedule and facilitate its budget planning in future events.

Conclusion

The easy installation and powerful 3D reconstruction technique of CyberSense allows precise people counting to happen in nearly all situations, including overseas exhibition. CyberSense not only reduces the difficulties in human resource planning but also provides visitor behaviour data that cannot be captured by traditional counting methods. The cooperation between FFF and CyberArts is a huge success.

Exhibit

Introduction

Hong Kong University of Science and Technology (HKUST), being one of the innovation driver in Hong Kong, generates ground breaking researches and innovative products that is complete new to the public. To promote technologies into the society, HKUST join different kinds of exhibition to allow a close interaction between the general public and their latest invasion. 

InnoCarnival is an innovation exhibition aim at promoting innovation and technology organized by Innovation and Technology Commission (ITC) every year. More than 40 organisations, including universities, government departments, research institutes and youth groups will set up some 100 exhibition booths at the Science Park to show their latest research and development achievements.

The Challenge

Being one of the participant but not the organizer, the number of visitors entering your booth is the only thing matter and it is always hard to know as design of booth usually unfavourable for footfall counter installation. Human counting is also unpractical because of the high volume of visitors and limited man power. 

The Method

For all the unfavourable condition, CyberSense provide an answer. Thanks for the 3D reconstruction technique, the installation would only require a small corner.

The Benefits

Because of the area tracking ability of CyberSense, it is able to acquire the percentage of visitor that enter the booth and their staying time. Moreover, tracking function also provide some interesting findings like which part of the display attract visitor most.

Retail

Introduction

Samsung, being one of the largest consumer electronics brands in the world, has a wide variety of products ranging from the latest 3D LED TV to top of the class cell phone. To demonstrate the superiority and supremacy of their products, Samsung and its distributors open showrooms in different areas to enhance customer experience and showcase its wide range of innovative products.

The Challenge

As Samsung manages some of its shops through its distributors, it therefore is not able to get the customer feedback directly. So as to better understand its distributors’ operating situation, performance indicators besides per shop turnover is hence becoming very crucial.

The Benefits

People flow data is a very subjective and important indicator for measuring retailers’ performance. People who are interested in a product will definitely walk into its specialty store. By comparing the people flow data with the number of daily transactions, we can identify both the number of potential customers, as well as the success rate of turning a visitor into a customer. Sales and marketing performance can hence be evaluated. Moreover, people flow data is a leading indicator, which will be very useful for managerial planning.

The Future

People flow data has been proved to be of much use for retailers in Europe and the U.S. It can improves marketing and sales effectiveness separately, optimize staff schedule and study consumer behaviours. People flow data is believed to be the future focus for retailers in Asia.