Ask the Board – January 3, 2017 | MARGOT MYERS


What do you find is the most effective and accurate way of measuring dwell time?”

Dwell time can have a couple of different meanings. In retail, the broad meaning is that it’s how long a customer stays in the store. In digital signage, it refers to how long a customer remains in front of a display to watch the content.

For measurement of customer dwell time in a store, video monitoring is accurate and effective. It can be expensive if done by a contractor that uses staff members to review the video files and determine the dwell time. Improved technologies make it simpler to place small cameras in a retail store, and software can provide dwell-time analytics. Alternatively, some retailers have been testing the use of Bluetooth Low Energy beacons to monitor customer’s cellphones and determine dwell time.

Measuring dwell time in front of a digital sign is best done through the use of cameras embedded in the displays. Privacy concerns usually require that video analytics are anonymous and no personally identifiable information is recorded.

About Author

Director, Global Marketing & Communications
The Platt Retail Institute

Industry Consultants Council

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