Category: Connexus Magazine

Water conservation can play a key role in a retailer’s sustainable best practices. One such case study involves Staples’ irrigation and water strategy. Staples has more than 721 sites with irrigation for a total of 25M square feet and 158M gallons of water consumption in its collective properties.

  As competition for water resources intensifies globally, Staples’ water strategies aim to maximize irrigation efficiencies and conservation. The retailer maximizes water inputs like irrigation while minimizing water outputs such as evaporation and runoff. There are numerous factors determining water demand including landscapes, climate, price and weather. The goal is to use water as efficiently at each location mainly through irrigation.

Irrigation Methods and Technology

The five methods of irrigation are surface, sprinkler, drip, center pivot and manual irrigation. Surface irrigation moves water over and across the land by simple gravity to wet the soil. Staples favors the sprinkler method, which pipes a set amount of water and sprays it directly on the landscape. This method helps in conservation since the amount of water can be controlled when paired with programmable, weather-based controllers and high efficiency nozzles.

“In our effort to conserve water, Staples uses scheduled surface irrigation to water intelligently,” said Robert Valair, Manager, Corporate Support Services, Staples Inc. “When soil moisture is low from weather conditions and rainfall, irrigation watering delivers water optimally. It allows Staples to water only as needed to fill the root zone and avoid over watering, which will deplete the soil of oxygen that is important for root growth. This improved irrigation efficiency can often reduce use by 7 to 30 percent.”

Staples and others in the retail industry are replacing existing controllers with “smart irrigation” technology that adjusts the amount of water applied daily to account for landscaping demands. A technician performs an on-site survey and sets up the controller with site-specific information. A local weather station collects site information that wirelessly transmits to the controller. The controller adjusts run-times for site conditions and turf watering requirements. Controllers can reduce water usage by 30 percent. 

Valair also recommended choosing plants that require less water. “Water applied to normal landscapes constitute about 65-75 percent of urban water demand,” he said. “Urban landscaping is a key factor in using as little water as needed by planting the least water thirsty plants and vegetation.”

Case Study of Savings

In an effort to increase water efficiency and sustainability in California, Staples found its distribution center in Rialto, CA, was using 13 million gallons of water annually for irrigation, which is twice the amount of the landscape requirements.

An irrigation assessment was performed that identified several broken heads, lateral line leaks, broken valves and miscellaneous zones that were operating independently of the controller. “Staples worked with the utility to secure incentives that would cover 90 percent of the cost to install new smart controllers and programmed them to operate in accordance with local water restrictions,” Valair explained.  “Additionally, all break/valve issues were repaired, and two new smart meters were installed on the irrigation lines that provided remote monitoring. This ensured water restrictions were being followed and leaks could be identified, and prompt repairs made.”

The improvement resulted in a 4-month payback. Within a year, water consumption was reduced 65 percent, Valair said. “Geographically, there are areas of the U.S., which have severe water restrictions such as California. There are many states and municipalities adopting water restrictions and applying fines that could total thousands of dollars. Staples is constantly monitoring and adhering to restrictions to save water and avoid costly fines.”

By: Rachel Brown

Common Sense Approaches Protect a Retailer’s Exterior Space

Video surveillance and attention to details in parking areas enhance security

Protecting the safety and well-being of employees and customers and protecting the store and its assets extends beyond the store’s interior. Lighting, landscaping, design of parking lots and camera technology all contribute to a retailer’s ability to improve safety outside the box.

“Often times, the most overlooked exterior security practices are the most basic ones,” said Hedgie Bartol, Retail Business Development Manager at Axis Communications. “Making sure the parking lot outside of the store remains well-lit and clean contributes to deterrence, creates a sense of safety for shoppers and allows surveillance cameras to get a clear view of the area,” he said. “Additionally, stores need to ensure there are no large structures obstructing the video surveillance cameras’ view and cameras are maintained– especially towards the back of the store and areas less frequented by customers.”

Well-placed cameras can also help local law enforcement as well as protect a retailer, said John Velke, SVP of Risk Management for Total Wine & More. “Exterior cameras should be positioned to maximize the view of the entrance and parking field,” he explained. “For example, during the recent bombing episodes in the San Antonio area, law enforcement was able to obtain images and a description of the suspect’s vehicle from commercially-owned cameras near the FedEx store where two bombs were mailed. That information was critical in quickly identifying the suspect and preventing additional bombings.”

Protecting the store from intruders also means looking up, according to Velke. “Roof access protection, particularly when there are adjoining buildings, is often overlooked,” he said. “Spaces using skylights to reduce energy consumption create an additional vulnerability that needs to be evaluated and addressed.”

“A thorough analysis of the neighborhood and the protective measures taken by other nearby businesses should dictate the protective measures considered,” suggested Velke. “In addition to the obvious need for adequate lighting, things like roll-down metal gates, employee parking with good sight lines and no areas where a person can easily hide, are important.”

“Best practices for exterior store security will vary depending on the property’s crime index score, but video surveillance is a key piece of any  security plan, Bartol said. “It is important for stores to assess their own specific security needs and implement surveillance equipment that works in their specific lighting conditions and provides the best coverage possible.”

When selecting exterior surveillance equipment, don’t forget to consider weather conditions such as rain, wind and temperature changes, suggested Bartol. “Having a solution that can trigger either an audio or lighting deterrent can be helpful as well,” he added.

Radar is one technology that addresses limitations posed by weather or time of day, Bartol said. “Axis’ network radar detector solutions provide retailers the ability to see and track outdoor activity in all lighting conditions,” he said. “During times of extreme brightness, total darkness, severe rain or thick fog, network radar detection can still see objects in its line of sight and track motion.” Retailers can set parameters for what should be tracked – for example, a retailer may want to track items that are only the size of a racoon and larger, so the solution wouldn’t be triggered by falling leaves or birds, he added. 

“The solution communicates with PTZ cameras to identify exactly where an object is and triggers an alert,” explained Bartol. Perimeters can be established so that when the camera detects an object at a certain point, the outdoor lights brighten, and an audio alert announces the store is closed and what the open hours are. If the intruder passes that check point another audio message can be triggered to let them know they are trespassing, and authorities have been notified.

“Network radar detection enhances the abilities of video surveillance offering more than just an image,” Bartol said. “The additional data provided about an object’s direction, size and speed can make a big difference in safety, loss prevention and overall peace of mind.”

“While technology has contributed to both deterring crime and mitigating its effects, the presence of employees or designated guards is still an important factor in security,” Bartol said. “A human presence provides an added level of customer service and can help keep parking lots clear of shopping carts and other potential hazards.

Just as no one loss prevention or asset protection strategy is effective by itself, no reliable plan can be developed by the FM alone, Velke said. “A good best practice is to collaborate with other departments to identify risks and ways to mitigate those risks,” he said. “Evaluate most likely risks as well as unlikely events and develop plans to address them.”

Steps an FM can take to bolster the safety of associates, customers and assets include:

1. Learn about new services  being considered and advise on safety and loss prevention prior to launch of the service. Are ATMs going to be added to store locations? If so, FMs can explain that locating the ATM in a lobby area, close to the front door, makes it easy for thieves  to drive a truck through glass doors and pull the ATM out, Velke said. If the FM is included in these discussions, the location and other security measures, such as roll down gates to protect the front door, can also be evaluated.

2. Look at ingress and egress of your parking lots and store and balance the need for convenience with the potential for criminal activity, Velke suggested. “For example, a location near a major interstate with quick and easy access from your parking area to the interstate will likely lead to more incidents of car break-ins, car thefts and perhaps even worse – car-jackings and kidnappings,” he said. “Designing traffic flow and parking lot striping to limit a fast and easy exit may be appropriate.”

3. Survey neighbors and competitors to see what measures they take to prevent loss. “Thieves go where it is easiest to steal,” Velke said. “Don’t look at your nearby neighbors’ enhanced security as spendthrift – their efforts may be driving potential theft to your location.”

“There is no one-size-fits-all approach to retail security,” Bartol pointed out. “There are similarities so work with landlords, neighboring retailers and law enforcement to identify strategies that work for your store location.”

By: Sheryl S. Jackson

The FM Box. The concept of “outside the box” thinking has been with us for decades. Especially when an industry is in some turmoil, consultants abound with advice that is “outside the box,” “paradigm shifting,” or perhaps able to “break the mold.” For PRSM members, “the box” – as structure – defines what the FM industry is, and why FMs and FM industry suppliers do what they do. The figurative “box” for the FM industry could also be the way we have always done business. And, the same applies to your PRSM Association.

The Challenge. The FM “box” is under siege by more complex operations, business models that don’t necessarily rely on a box, and evolving consumer demand. This in turn, impacts the skills, knowledge and resources FMs need to thrive in their careers. For suppliers, these dynamics create the opportunity to develop services that help navigate this challenging FM landscape. For PRSM Association, we must re-think all we do and remain relevant to the FM industry.

A New Normal for Physical Retail. In early September, I opened my Sunday New York Times to a stunning four-page ad that declared: “The death of retailing is overrated.” The ad was for home furnishing retailer RH and its new Gallery in New York.

The Gallery offers 70,000 square feet of selling space for core interiors furniture and furnishings, RH Modern, outdoor, teen, baby, child and home décor. The Gallery incorporates a complete design firm in the store, and the rooftop of the six-story (plus a lower level) building includes a full restaurant with both indoor and outdoor space.

While the ad was attention-getting, the concept of the Gallery-Design Firm-Restaurant integration is not novel. For PRSM Retailers, designing, building and managing complex, multi-use and experiential retail is the new normal for the FM industry. And, as PRSM FM member needs increase in complexity, your PRSM Association is evolving to meet these needs.

A PRSM Association for the New Normal. If you attended the final PRSM Mid-Year Conference in September in Scottsdale, AZ, you experienced a taste of your new PRSM Association [new technology, tools, resources, meeting formats]. However, much more is to come. At MYC2018, we began the countdown to a BIG announcement that will be made in Denver during PRSM2019 National Conference. By the time you read this, your PRSM Association will be within 180 days of a fundamental shift in how we serve the FM industry.

Thinking Outside the Box. In this issue of Retail Store Maintenance, you’ll read about other ways to “think outside the box” in areas such as security, energy, lighting and landscaping. Even in these traditional FM core competencies, Yogi Berra would tell you: “The future ain’t what it used to be.”

By: Bill Yanek

 

 

Retail is experiencing a historical evolution. PRSM is also evolving and that evolution will impact PRSM’s Retail Facilities Management Professional (RFMP) designation program. The existing RFMP program will be phased out December 31, 2018.

The RFMP designation, a mark of excellence achieved by an elite group of retail facility management professionals is considered a milestone in an individual’s professional development and proof of the individual’s commitment to continuous improvement in the retail FM industry.

“We recognize the value and importance of a retail facilities professional designation,” stated Bill Yanek, PRSM CEO. “However, it is time to take the designation to a new level, one that reflects the changes both PRSM and the industry have and will continue to experience.”

PRSM has good news for those who still want to secure their RFMP, have studied for their RFMP and even for those currently hold or have ever held the RFMP designation.

The RFMP is still the retail FM industry standard of excellence and PRSM will continue to provide study courses, throughout 2018, to prepare for the exam and members can take the exam any time. 

For those who have taken the RFMP courses, but not taken the exam, we encourage you to review the materials and take the exam this year to ensure you receive your RFMP designation. You have already done the hard work – just take the exam and get your RFMP now! 

Don’t miss out on the final opportunity to add this prestigious designation to your title. It will enhance your professional credibility, boost your career and make you a member of an elite group of retail facilities management professionals. 

PRSM is always looking for ways to improve member education and boost FM credibility. PRSM will respect existing RFMPs and the effort spent securing the designation when determining future possible certification/designation programs. More information about future certifications/designations will be provided as it becomes available.

Finally, great news for those who currently hold or have ever held the RFMP designation. You will no longer have to get re-certified to keep the designation. You are now an RFMP for life and can include the designation in your title forever. This privilege is also extended to anyone who has held the RFMP designation at any time since its inception.

For questions, please email education@prsm.com. 

 

By: Bruce Condit

 

 

The PRSM Foundation, the official PRSM Charity continues to gain momentum. Its ultimate success depends upon PRSM members. It’s time to step up and do your part. 

Collette named Foundation Board Secretary – Cindy Collette, iCheck National General Maintenance and Repairs has been named as PRSM Foundation Board Secretary. 

New Foundation Committees Created – To facilitate Foundation activities, three working committees have been established. 

• PRSM Impact Committee – Identifies and manages Foundation charity project work days – led by Co-chairs Kevin Kenyon, National Coating Solutions, Inc. and Joshua D. Witte, RFMP, Ross Stores, Inc.

• PRSM Fundraising Committee – Creates and manages Foundation fundraising – includes donations, golf tournaments, sponsorships, etc. Led by Co-chairs: Amanda Smith, Superclean Service Company Inc. and Tim Christian, Goodwill Industries.

• PRSM Apprenticeship Committee – Works with FM organizations to develop apprenticeship programs and recruit, train and retain talent in the skilled labor workforce. Led by Co-chairs Kyle Brekke, Extra Space Storage and Kellie D’Andrea, Heritage Fire Security LLC.

PRSM Impact Project Coming Up – The PRSM Impact Committee will conduct a charity project work day on Friday afternoon, September 28, during PRSM Mid-Year Conference. Please sign up when registering for the conference – no cost, and transportation is provided.

First Annual PRSM Foundation Charity Golf Classic – The PRSM Foundation’s first annual charity golf classic will be Friday, September 28, at the conclusion of Mid-Year Conference, at the beautiful Westin Kierland – Scottsdale course. The course is located onsite at the Westin Kierland. 

PRSM members can register for golf when registering for Mid-Year Conference. All funds raised from the golf classic benefit the Foundation and its programs. The tournament will use a scramble format, which makes it easy for everyone.

Eighty player slots and numerous sponsorship opportunities are available. Both suppliers and retailers are encouraged to play. Suppliers are encouraged to create foursomes and invite retailers to play with them.

It’s Your Foundation –  Get Involved –The success of the PRSM Foundation depends upon your engagement and support. There’s something for everyone, and the more members engage, the more successful the Foundation will be. Register for a Foundation event today. Step up and do your part to take the PRSM Foundation to the next level. 

The PRSM Foundation is a separate entity from PRSM Association and operates as a 501(c)(3) non-profit organization. 

By: Amy Bell

American billionaire internet entrepreneur Marc Benioff once said, “The only constant in the technology industry is change.” Of course, the ever-evolving world of technology impacts every single business sector across the globe – and retail facilities management is certainly not immune. In fact, the FM industry is often a trailblazer when it comes to adopting new tech and driving innovation.

So, what’s next on the tech horizon for FM? Robots, of course.

Robots, Drones and AI…Oh My!

As far-fetched as it may seem, artificial intelligence (AI) is actually not a new concept in the retail world. In fact, robots, drones, artificial intelligence and other cutting-edge technologies are already being used by some retailers and suppliers.

“This is a very exciting time for retail operations with the recent advancements in AI technology and the increased number of robots being deployed into the field,” said Sandy Agnos, Director, Product Management with Brain Corporation. 

A San Diego-based software company, Brain Corp. specializes in the development of intelligent, autonomous navigation systems that automate commercial equipment. The company was co-founded in 2009 by world-renowned computational neuroscientist, Dr. Eugene Izhikevich, and serial tech entrepreneur, Dr. Allen Gruber, to focus on artificial intelligence and robotics development. Brain Corp. is currently focused on developing advanced machine learning and computer vision systems for the next generation of self-driving vehicles. 

“We’re beginning to see the true value intelligent machines provide through data capture and greater efficiencies,” Agnos emphasized. She explained that these robots have the ability to handle “lower value tasks” so retail operations employees can focus on more complex, high-priority needs. 

“In operations and materials handling, robotic and AI technologies are enabling machines to autonomously deliver materials to store floors, in warehouses, and even from stores to consumer homes,” she pointed out. “When it comes to retail intelligence, robots collect vast amounts of information, taking visual inputs and converting them into actionable data that empower retailers to improve processes and better estimate product fulfillment needs.” 

In other words, these robotic “smart cameras” don’t simply record activity in a retail space – they also have the ability to report relevant information to interested parties to help improve customer service, security and facilities management. 

A Glimpse into FM Future

Agnos believes intelligent technologies will become even more widely implemented across retail facilities management in the coming years. “We will see humans and robots working side-by-side in a dynamic, symbiotic relationship,” she said. “Robots will assist humans with increased efficiencies, more accurate store intelligence and improved safety. As robots relieve humans of lower-level tasks, we will be free to take on more significant roles and the result will be an improvement in the overall well-being of human lives.”

According to Agnos, the retailers and suppliers who adopt these cutting-edge technologies will survive and thrive well into the future. She predicted, “The companies driving AI and robotic technologies forward and enabling actionable intelligence will be responsible for future-proofing brick-and-mortar retailers.”

By: Amy Bell

The huge Carrefour supermarket in Lille, France, was among the first retail stores to embrace a new and promising weapon against the Amazon effect – consumers’ growing preference for online shopping over brick-and-mortar stores. 

In an effort to enhance the in-store shopping experience, the supermarket installed about 1.55 miles of light-emitting diode (LED) lights that essentially created a storewide GPS system, guiding customers to items on their shopping lists and promotional specials and offering them coupons as they approach certain items in the aisle. This LED-based indoor positioning system was developed by Signify, formerly Philips Lighting, and aims to provide customers and retailers with a more interactive and personalized shopping experience. 

Each luminaire sends out a unique code that is detectable by any smart device that has a camera, a concept known as visible light communication (VLC). The camera reads the code and detects its location within the store. A mobile app then delivers location-specific promotions to the shopper or guides them to the precise areas where the items they want are stocked. The app can show customers whether a product is positioned on their right or left, and product locations are accurate to within several inches.

“In the past, stores have used beacon technology to identify product locations, but it wasn’t precise enough,” said Bruno Campesi, National Account Manager for Retail at Signify. “A beacon might be accurate to within three to five feet, so you might not even be in the right aisle. But with visible light communication, the accuracy jumps exponentially.”

An app supported by VLC technology can learn about a customer’s buying habits over time, so if they normally buy potato chips but skipped them on their trip through the aisle, the app could send them a push notification reminding them to pick up their favorite snack. Not only is the store saving money by using highly energy-efficient LEDs, but its lighting system is actually driving revenue through product promotion.

For customers who input a shopping list into the app, the VLC system can show them the shortest route through the store to get them in and out quickly. The store can also collect data on the most common routes customers take through its aisles and can adjust its product displays and store layout accordingly to maximize sales. VLC technology can promote better customer service as well. Through the app, a customer could signal for a store employee to come to their location to answer a question about a product, help them reach an item on the top shelf or pick up a heavy item.

The VLC system helps to address another issue for retail stores: the increasing popularity of online ordering for in-store pickup. If a new employee charged with picking these orders isn’t sure where each item is located, the extra time spent searching the store’s layout can really eat into a retailer’s profit margin. VLC technology can streamline order-picking by guiding employees to products on their list and allowing them to program several orders into the app to be picked at once. 

“Every store needs to have lighting anyway, so converting lighting infrastructure into an indoor positioning system really is a game-changer for facilities managers,” Campesi said. “There are all types of added value when they introduce this type of technology into their stores to improve the shopping experience.”

Ron Farmer, Chief Executive of US LED Ltd., a manufacturer of commercial and industrial LED lighting, said the increased energy efficiency and affordability of LEDs has led many retailers to retrofit their existing stores with LED lighting. Since companies now typically recoup their investment in LEDs within a year or two through energy savings, many retailers are upgrading to LEDs even amid uncertainty about the future viability of their brick-and-mortar locations. 

Here are three technological advances with LEDs that Farmer expects to pay dividends for retailers:

• Daylight harvesting – At stores that get a lot of natural light, LED fixtures near windows and skylights can be fitted with sensors to detect sunlight and dim themselves accordingly, providing more uniform lighting throughout the store and increasing energy savings. 

• Safety and security enhancements – LEDs can be programmed to display safety messages whenever the store loses power and the backup power supply is initiated. An LED might project an arrow onto the floor to direct customers and employees to the nearest exit, for example. In addition, if motion is detected within a store after business hours, LEDs can be programmed to flash on and off rapidly or strobe in a disorienting pattern to encourage a thief to flee.

• Ornate organic LED fixtures – Organic LEDs are becoming increasingly popular and will allow retailers to light stores in creative ways. In organic LEDs, the emissive electroluminescent layer is a film of organic compound that emits light in response to an electric current. Organic LEDs are used to create digital displays in devices such as television screens, computer monitors, mobile phones and handheld game consoles. But the thin sheets of organic LEDs also will allow for edge lighting of glass or plastic fixtures, so a store could hang a decorative piece of glass from the ceiling that emits light from its trim, giving the fixture an ultramodern look. 

 

 “You can have organic LEDs in sheets that are as thin as a piece of paper and are flexible, so you can bend it or put it in a circle,” Farmer said. “I think that’s going to be one of the things we see in the future – a lot of creativity in lighting we never thought was possible before.”

By: Nick Fortuna

A single power meter provides only a broad overview of a facility’s energy usage. A submetering system that measures the consumption of certain areas or individual units – HVAC system, lights, refrigeration, etc. – can provide a more detailed and meaningful look at what’s happening in a building.

With data collected from submetering, FMs can assess energy performance at a site at different times of day. “You could very quickly identify areas where the assets are underperforming or where they are consuming too much energy,” said Deepak Budhiraja, Vice President, Product Management, at GridPoint, a smart buildings technology company. “For example, you might find the parking lot lights are on during the daytime or that an HVAC unit is unnecessarily running 24/7.”

Submetering provides FMs visibility at the equipment level, providing updates in real time and helping them fine tune a building for optimal operations. “Retailers are dealing with many types of energy conservation measures – lighting, efficient HVAC, controlled thermostats, etc.,” said Jason Narod, SVP, Sales and Business Development. “Adding submetering enables them to understand which assets or loads are causing issues. Then they can focus on those areas as the key points of energy conservation measures. From there, they can use the baseline data created to track and trend the actual savings they get from a lighting retrofit, HVAC replacement, solar panel or whatever it might be.” 

In addition, submetering makes a large set of historical data available for detailed analysis and reporting. FMs can use this to track trends in one building or across a number of stores. With GridPoint’s enterprise reporting tools, for example, a facilities management department can identify specific energy issues and savings opportunities and generate reports that pinpoint the 10 stores with the biggest challenges. Then, FMs can prioritize improvements to impact the facilities where they will get the biggest ROI. 

Submetering systems like GridPoint offer remote monitoring capabilities via the cloud and mobile apps, providing managers and service technicians immediate, 24/7 access to essential data. That can save time and money. For example, if a store reports a heating or cooling problem, a service technician can review the submetering information to locate the problem system without visiting the store. They may be able to avoid a service call or at least arrive better prepared.

“For facility managers, the bottom line on submetering is that you can’t manage what you don’t measure,” Narod said. “If you don’t have data, you don’t really understand what’s happening within your site. Many FMs manage hundreds or thousands of sites across the country. You can’t keep your finger on the pulse of every single building unless you have some type of application that provides baseline or minimal data.”

Submetering may not be as sexy as installing solar panels or a new energy-efficient lighting system. “It is core to understanding what’s happening in your building, and core to being able to manage your entire enterprise,” Narod said. 

By: Mary Lou Jay

The most common B2B marketing tactic is social media, with 83 percent of B2B marketers using social media.¹ While the strategy is effective, the challenge is making the message stand out from the crowd to reach potential new customers and strengthen ties with existing customers.

One way to increase the effectiveness of a social media marketing strategy is to incorporate video as a key content element, suggested Mickey Cloud, SVP of VaynerMedia. In the past, businesses had to rely on media companies – television, radio and print publications – to distribute their messages to potential customers, but the advent of social media and cost-effective technology that enables you to produce and distribute your own content has changed the landscape of marketing, he said. “No matter what type of business you have, you can now behave like a media company,” he said. 

Although many organizations use social media outlets such as Facebook, Twitter, Instagram and LinkedIn, the addition of video expands the message’s exposure. “You can maximize the time you take to produce a video by uploading it to YouTube and using snippets of the video on LinkedIn or Facebook to connect viewers to the full video,” he explained. A 15-second quote on LinkedIn that captures viewer attention and drives them to the full video and to your website results in legitimate sales leads for your business and an increase in your brand awareness.

The majority of video messages – 80 percent – should be educational for the viewer, Cloud suggested. Discussing an important issue for your customers, showing how to solve a problem or sharing best practices not only provides the potential customer with valuable information that can be applied to their own business, but establishes your company as a thought-leader, or expert, in the field. 

The first step is to define your company’s areas of expertise as well as knowledge resources within the company. Although an owner can be featured on a video discussing general business advice such as the best way to onboard a new employee to increase retention or issue-related topics such as availability of energy incentives for the use of solar energy, it also adds credibility to the content to have a technical expert demonstrate something such as proper maintenance of an HVAC system to improve performance.

Once topics for which your company and employees have an expertise have been identified, develop a one to three-month plan for the videos you will produce, Cloud said. “The plan is important to keep you on track but also allows for flexibility to respond to feedback from your audience,” he suggested. Online comments or questions you receive from calls generated by the video may identify other areas you can address in videos.

Mobile phone video capabilities, apps and online platforms make producing video simpler and less costly for business owners, Cloud pointed out. Starting with a phone and videoing yourself as you interview someone else or talk to the camera is a good way to become comfortable with the process. “The video doesn’t have to be broadcast quality, but if you want better quality, freelance videographers and local high school or college students can help produce the content,” he said. “Young people have been creating and editing their own videos since they were young, so tapping into students as interns or as freelancers gives them an opportunity to build their portfolio and gives you content to place on social media.”

The video should be entertaining as well as informative. Offering “Seven Tips to Prepare for Snow & Ice” or “Four Areas to Include in Your Preventive Maintenance Program” ensures viewers see the value and expertise your company provides.

“Be sure to end your video with a call to action – a phone number, an email and a website address – so people can contact you for more information or ask for a proposal,” Cloud said. “Following up the podcast with advertising to those who watch the video or fill out a contact form keeps your company in front of potential customers,” he added.

Cloud tells his clients to be patient when they first begin using video on social media. “You must give the program three to six months of ongoing, quality content to see results,” he said. “Distributing messages through LinkedIn, Facebook and Twitter and following it up with paid advertising is effective over time.”

Of course, results can show up sooner, as Cloud discovered when his office began their own podcasts. “We produced 12 podcasts over a three-month period and started getting calls early in the process,” he said. While all social media can be effective, LinkedIn is a phenomenal platform for B2B, he said.

One way to increase views of the podcast is to encourage employees to like and share the content on their own social media platforms. These “word-of-mouth” referrals – with and without paid advertising – can exponentially increase the number of potential customers who see the video. Video also increases your “search engine optimization (SEO)” rankings, which means your company is likely to appear higher on the list of search results.

The use of video in social media promotion for B2B will only grow, Cloud said. “In fact, the use of audio and voice in devices such as Amazon’s Alexa, Apple’s Siri and Google Home Assistant will become the new area of growth for marketers in the next two to five years.” 

Cloud admits many business owners may be reluctant to tackle production of video podcasts, but it can be a critical component of a marketing strategy. “The trick is to just get started,” he said. “There is a small percentage of companies in the retail facilities maintenance industry using video effectively, so this is the time to position your company as an expert and a thought leader.”

By: Sheryl S. Jackson

 

“Security cameras are now multi-purpose security sensors, as well as business intelligence tools,” said Geoff Kohl, Senior Director of Marketing at the Security Industry Association. While cameras still record video for security reviews and evidentiary purposes, “What we are seeing now is cameras featuring functions like motion detection and a wide range of video analytics that can make them much more useful to operations.”

Today’s video analytics systems rely on a number of cameras that feed into video management software. This software interprets and reports on collected images in different ways, providing valuable insights into customer behavior by helping retailers understand how people are moving around their facilities. These sophisticated camera systems can also help companies track employee attendance and even reduce heating and cooling costs.

The Benefits of Linking In

Tying a video surveillance system to other systems – access control, alarm, lighting and HVAC – can provide some additional benefits. For example, an intelligent video system connected to access control systems can monitor employee attendance by providing records of when and where employees log in or log out. Employers could also verify that the person who is supposed to be opening and/or closing the store is the one actually doing it. Managers may even be able to track where an employee is working within a store. 

Intelligent surveillance systems can save retailers money by monitoring human activity at warehouse and storage facilities. If cameras detect people present, an intelligent control system can turn on lights or boost the temperature to make the space comfortable for them. Once the camera sees the workers have left, the systems turns the lights off and automatically readjusts the heating or cooling system to more energy efficient settings. 

Kohl said integration of such systems is much easier than it used to be. In the past, FMs might have had to buy alarms, monitoring and attendance systems from the same vendor for them to work together. Now, however, companies are much more likely to have platforms that allow different products to talk with each other.

“There’s a general trend in the industry to be more open,” Kohl added. “You simply have to do your due diligence in product selection to determine who has partnered on product integrations.”

With these new capabilities, intelligent video surveillance systems have become much more than facilities maintenance and security tools. When C-suite executives and operations staff understand the valuable business metrics such systems can provide, they may be more likely to support budget requests for upgrades, Kohl said.

Improvements in Clarity and Storage

The cost of camera systems has been declining even as their usefulness and image quality improves. In the past, someone reviewing a security video might be able to show an unauthorized person in a store or back room, but the image wasn’t clear enough to determine their identity.

“Cameras now provide greater resolution, which means sharper images and a better ability to identify people on the videos,” Kohl said.

Cameras also have more dynamic ranges, meaning they can provide clearer recordings in a variety of different lighting conditions like sun, shade and darkness.

“That is really important when it comes to areas that are not deep inside stores or near windows or entrances, because you have changing lighting conditions there,” Kohl noted. In parking lots, too, a camera has to handle lighting changes from nighttime to daytime, where the brightness varies with time of day and with sunny or cloudy conditions.

Storage capabilities for video have also changed.

“More and more systems are being connected to the cloud and allow for remote access and management,” Kohl said. FMs gain visibility into their security system’s data because they no longer have to be on-site to check on a store or to work with the data the camera systems have collected. Cloud storage also provides retailers the opportunity to retain data for longer periods of times if that’s helpful.

The upgrades in security tech have secured it a new role in retail store operations.

“Retail security is no longer just about loss prevention; it’s a way to ensure your business operates at optimal efficiency,” Kohl said. 

By: Mary Lou Jay