ePVM Picture in Picture Customer Feedback Johns Hayes 2014
Introduction & Background
In order to better understand customer views of enhanced public view monitors (ePVMs) and enhanced public view monitors with picture-in-picture (ePVM-PIP) capabilities, the Loss Prevention Research Council (LPRC) research team conducted a series of interviews with store customers to obtain their perceptions of these interventions. The ePVM was placed in the video game aisle, and displayed real-time images of customers shopping for action figures and other items in the video gaming section. The ePVM-PIP also was placed in the video game aisle, and displayed real-time images of customers shopping for headphones and video game accessories like controllers, cases, and extra memory, along with a picture-in-picture of a uniformed security guard.
The purpose of the customer interviews was to better understand awareness of each intervention; reaction to the interventions; interest in using the interventions so that products can be maintained in open displays (rather than kept locked or behind the counter); the impact of the interventions on willingness to purchase products; and, the impact of the interventions on perceptions of security in the store.
To this end, a series of surveys was completed in the Gainesville department store StoreLab. This report details the responses of 40 customers who completed surveys at the Gainesville department store in May 2014. About three-fifths (57.9%) of the respondents were male; about three-quarters (76.3%) were age 45 or younger; and, one-half (50.0%) were African American.
The LPRC research team posits the following hypotheses about customer perceptions of ePVMs:
There is no difference in level of customer concern between the ePVMs [Supported]
Customers feel safer in the store environment with the ePVM with PIP when compared to the non-PIP [Not supported]
Customers prefer the current asset protection measure over being required to get an associate [Supported]
There is no difference between ePVM type on effects on customer purchasing behavior [Supported]
Customers feel that the ePVM with PIP is a more effective theft deterrent than non-PIP [Not supported]
Younger (30 and under) customers are less likely to be concerned about the ePVM than older customers (over 30) [Not supported]