Harrods to Measure In-Store Ad Engagement

Luxury department store Harrods is investing in audience measurement technology, to help understand which customer types are watching its in-store advertising screens.

The platform, created by Quividi, uses face and body detection techniques and standard webcams to deliver metrics on viewers, opportunities to see, attention time and demographics in an anonymous fashion and without ever recording any image or personal data.

Harrods aims to discover what profile of person is viewing a campaign, and how effective the creative is at engaging them. The company already measures footfall throughout the store, and says the Quividi investment will give it a greater understanding of customer profiling.

Guy Cheston, Director of Media Sales, comments: 'Here at Harrods, we continually aim to be at the forefront of luxury retail and this also filters through to the marketing channels we make available to the brands we work with. Working with Quividi, we are now able to offer detailed data to our key brand partners - ensuring the in-store marketing strategy that we develop for them is even more targeted and efficient'.

Web sites: www.harrods.com and www.quividi.com .