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Enhanced Public View Monitors with Picture-in-Picture: Department StoreLab Customer
Surveys
1 Loss Prevention Research Council
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 located near the center of the store, and displayed real-time images of customers shopping for health and beauty products in the HBA aisle. The ePVM-PIP was located in the electronics aisle, and displayed real-time images of customers shopping for various electronic equipment and accessories, 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 Store Lab. This report details the responses of 40 customers (20 regarding ePVMs and 20 regarding ePVMs with PIP) at the Gainesville Department store in June 2014. About three-quarters (77.5%) of the respondents were female and about half (55.0%) were age 55 or older.