Background
Retailer’s expansion strategy targets more stores and international locations
Fashion retailer DeFacto is one of the best-known and most successful clothing brands in Türkiye, with a program of rapid expansion since its launch in 2004. This expansion has seen new branches prosper in Europe, the Middle East, Africa, and Central and Southeast Asia.
Today, DeFacto employs thousands of people and operates hundreds of stores in Türkiye and globally. With many new locations being added each year, DeFacto is making significant investments in the architectural design of its stores, the use of advanced technology to drive efficiency, and a focus on providing positive customer experiences.
Challenge
Business intelligence data to support head office decision-making
Video surveillance is a key technology for DeFacto, but the camera systems it previously used were proving to be an obstacle to innovation. To support its expansion mission, DeFacto needed a new video solution that would deliver powerful AI functionalities and enable improved, centralized control.
Understanding the value of AI analytics for business intelligence, as well as for loss prevention, DeFacto also sought a video solution that would be easy to integrate with its broader business information systems and ERP system. As a priority, to support management decision-making, the company needed a more accurate and affordable solution for people counting, conversion rate measurement, and capture rate analysis.
DeFacto turned to IDIS and its systems integration partner, Secom Türkiye, for a solution that would combine the latest capabilities with the most competitive life cycle value and lowest total cost of ownership (TCO).
Solution
IDIS video delivers better surveillance and more accurate, affordable business intelligence analytics
Program allowed the old system to continue to operate as the new system was rolled out store by store, with IDIS VMS providing a stable and user-friendly operating platform.
A mix-and-match VMS architecture ensured best value while allowing flexible system control. IDIS Solution Suite (ISS), IDIS’s feature-rich enterprise VMS, provides a host of advanced functions for management teams at head office, while the free client software allows essential video functions to be handled at local stores and on regional managers’ laptops.
DeFacto adopted IDIS Smart Privacy Masks, not only for GDPR compliance but for internal security and fraud prevention. Full, unmasked video is only accessible centrally by authorized operators.
An advanced, video-based people counting solution, utilizing IDIS’s DV-1304 AI Box, replaced a leading brand using conventional technology across DeFacto’s stores, covering up to nine doors in each location. IDIS’s AI-powered people counting analytics were shown to be significantly more accurate and far less expensive. IDIS configured a new web-based dashboard to make it easy for DeFacto’s senior management across key departments to utilize analytics data, including conversion rates (turnover vs. traffic) and capture rates (showing the percentage of passers-by entering stores).
Results
More accurate metrics and store-wide coverage with fewer cameras support a forward-thinking growth strategy
DeFacto now has accurate video analytics data around customer footfall, passing traffic, and customer engagement, as well as enhanced head office oversight of prevention and risk management. The company can now make more confident decisions about store performance and staffing and identify new areas for investment. For example, with many of its stores located in malls, the capture rate data allows a proper evaluation of rents and potential for sales growth in each location.
The IDIS solution has transformed DeFacto’s management control across its portfolio, utilizing dependable, forward-facing technology that provides a sustainable, extended service lifespan and the best total cost of ownership (TCO) affordability.
" IDIS video technology is uniquely suited to supporting DeFacto’s growth strategy. This powerful, yet easy to install, solution helps retail chains reduce losses and risks, improve centralized control, and deliver valuable insights into store performance and trading conditions in each location. "
Mr. Erdoğan Tekin,
Deputy General Manager,
SI Division,
Secom Türkiye
