Eye See Mannequin

SHANGHAI
NEW YORK
MEXICO CITY
PARIS
TORONTO
MILANO
eye see mannequin
TM
results and actions
info@almax-italy.com | almax-italy.com | globalvisualgroup.com
eye see mannequintm @ vogue fashion’s night out
milan. september 9th, 2010
| During the Fashion’s Night out Almax premiered the Eye See Mannequin.
This project was developed between Almax and Politecnico di Milano
(The Engineer and Design University of Milan)
01
eye see mannequintm : don’t call it a dummy
| Inside of the mannequin’s pupil there is a camera which is connected
to a face recognition software, able to collect statistical data of the
person passing in front of the mannequin, such as:
I
I
I
I
age range
gender
ethnicity
dwell time
The statistical information captured by this complex biometrical
facial analysis system is useful to develop targeted marketing
strategies
02
eye see mannequintm : what about privacy?
| Privacy concerns are a no-issue since the data collected is processed in
real-time
The “cameras” installed inside the Eye See Mannequins for this reason
are “blind” (i.e., they do not record) and so they do not store the images
of the faces analyzed
03
case history: story#1 _entrances and ethnicity
| This graph shows the distribution of people entering from different
entrances of Store 1 in relation to their ethnicity.
As shown from Entrance 5, there is 33% of Asian consumer traffic, versus
15% from all other entrances. More details can be further extracted, such
as the time of entry and departure
100%
90%
80%
70%
60%
85%
62%
80%
81%
12%
11%
12%
7%
9%
7%
5%
Entrance 2
Entrance 3
Entrance 4
Entrance 5
81%
78%
50%
40%
30%
20%
10%
0%
33%
9%
6%
Entrance 1
Afro
Asian
15%
7%
Average
Caucasian
04
case history: story#1 _analysis of entrance 5
| From the data collected, it is evident that most of the Asian traffic enters
the shop between 3 pm and 6pm.
Why so? The store manager discovered that every day at 5pm a tourist
bus makes a stop nearby Entrance 5. This explains these numbers and
confirms the validity of the statistics
140
139
121
120
100
102
107
99
80
60
40
15
20
-
44
31
9
9-12
12
7
12-15
15-18
Afro
05
Asian
Caucasian
7
18-21
case history: story#2 _age of the clients
| This graph shows the demographic in terms of the “age” of people who
entered store 2. The store manager noticed that the people entering were
young, especially between 3pm and 5pm. Surprisingly there was no line
for children. The store manager realized there was a school next to the
store, which explainsthe spike in young traffic during these hours.
80%
72%
57% of population
younger than 20
years old at 4pm
70%
60%
61%
50%
40%
40%
32%
30%
25%
25%
20%
10%
8%
15
12%
7%
8%
3%
7%
0%
Children
Young
10-15
Adult
15-17
Senior
17-20
06
case history: story#3 _convertion rate
| This graph shows the conversion rate (Receipts / Number of Entrances)
registered in Store between beginning of December 2010 and end of
January 2011.
The conversion rate is high for men (in general) compared to women. It is
very high on January 6th and January 7th, which were the first two days of
a relevant sale geared towards men
100%
90%
88%
CR FEMALE
80%
78%
CR MALE
70%
60%
50%
42%
40%
30%
20%
10%
35%
31%
30%
19%
25%
17%
14%
12%
40%
32%
27%
20%
24%
13%
26%
29%
30%
36%
30%
22%
15%
16%
7%
0
4/
1
0 2/2
6/ 0
10
1
0 2/2
8/ 0
12 10
10 /2
/1 01
2
0
12 /2
/1 01
0
2
14 /20
/1
2 10
16 /2
/1 01
2
0
18 /2
/1 01
20 2/2 0
/1 01
22 2/2 0
/1 01
24 2/2 0
/1 01
26 2/2 0
/1 01
2
28 /2 0
/1 01
30 2/2 0
/1 01
2
0
0 /20
1/
0 1
03 1/ 0
/0 20
0 1/2 11
5/ 0
0
1
07 1/2 1
/0 01
0 1/2 1
9/ 0
0 11
11 1/2
/0 0
1
13 1/2 1
/0 01
1
15 1/2
/0 01
1
17 1/2
/0 01
1
1
19 /20
/0 1
1
21 1/2
/0 01
23 1/2 1
/0 0
1/ 11
20
11
0%
07
improvements of sales as a result of analysis
| In store 1, the shop manager placed two
Asian sales assistants at entrance 5 from
4pm till 8pm
| Sales increased 12% in value and 22% as
a number of receipts in the days following
this action after 6pm
| In store 2, the shop manager decided it
was worth inserting a kids line, that was
previously not present
| Sales from the kids line now account to
11% of total sales of the shop. As an added
bonus, this created a positive effect for
women-wear sales; since they accompany
their children and end up purchasing
something for themselves as well
| In store 3 the data collected gave
important information on the conversion
rate during the “sales season”. It showed
that men are “cherry pickers” as they get
into the store and purchasewhat they
want/need, whilst women were more of a
challenge to capture
| This gives the opportunity to better
understand the behavior of clients
inside the stores during the year. Special
promotions can be implemented to create
traffic and be converted to increased sales
08
biometrical facial analysis system
09
contact details
Almax group sites
| MILANO
Production site:
Via Boaresco 44 P.O. BOX 97
22066 Mariano Comense (Co)
Italy
info@almax-italy.com
T: +39 031 74 98 52
| NEW YORK
Production site:
323 Malta St
Brooklyn, NY 11207
USA
info@lfs-trimco.com
T: +1 718 257 9101
Showroom:
via Cerano 12
22144 Milano (Mi)
Italy
T: +39 02 58 10 10 25
Showroom:
152 W 25th St
New York, NY 10001
USA
+1 212 627 2809
| SHANGHAI
Production site:
1128, Guoshun Road,
Nanqiao Town
Fengxian District, Shanghai
China
info@anpai-style.com
T: +86 21 3365 8319
| TORONTO
Warehouse & Showroom:
c/o Vogue Display
75 The East Mall
Toronto, Ontario, M8Z 5W3
Canada
canada@almax-italy.com
T. +1 416 259-4965
| PARIS
Showroom:
35, rue Réaumur
75003 Paris
France
france@almax-italy.com
T: +33 (0)1 42 72 74 30
| MEXICO CITY
| LOS ANGELES
10
almax-italy.com | globalvisualgroup.com