Retail Solutions - Sony launches promo tracker

Sony has demonstrated its new system for measuring the effectiveness of promotions campaigns.

The system, called Retail Intelligence, was unveiled at the Retail Solutions Show in Birmingham. It integrates in-store screens with infrared footfall monitors to see whether customers visit a particular part of the store after a related video promotion has been played. A video server coordinates the timing of each video with the measurements of customer traffic in the promotion area.

Sony Business Europe retail marketing manager Navpreet Maingi said: 'The Retail Intelligence system provides a real solution for retailers that want to analyse a specific marketing campaign, to prove it is working or see if it needs to be changed.'