Hong Kong-based company Security Systems has sealed an extended distribution deal with Australian retail intelligence specialist Beonic, by announcing seven sales to retail stores in China and Malaysia.

Melbourne-based Beonic has extended its three-year distribution agreement with Security Systems to include China, Taiwan, Macau, Singapore and Malaysia. Beonic’s Traffic Pro systems are widely used throughout Australia and New Zealand where it is distributed by Hills Industries. Beonic’s people-counting technology is used by customers including IKEA, Angus & Robertson Bookshops, Vodafone and Adidas.

Security Systems is concurrently installing Beonic’s Traffic Pro technology at a large department store and two other brand name stores in Beijing as well as stores in Guangzhou, Macau and two stores in Kuala Lumpur, Malaysia. The extended agreement is expected to increase the Asian region’s contribution to more than one third of Beonic’s export sales.

Traffic Pro comprises accurate sensors to count people visiting a store and sophisticated analytic software that identifies traffic trends and patronage patterns within the store. Security Systems has also created additional reports to meet specific needs of its customers, including tracking visitor traffic and sales performance within individual areas of larger department stores.

Security Systems regional manager Soames Pescud says Traffic Pro appeals to the retailing business culture in Asia.

“The system equips them to identify their sales conversion rate, the ratio of visitors to a store compared to the number of sales,” he says. “This is very important in a market like Hong Kong which is a city of browsers – people love to promenade through airconditioned stores in the evening.

“Traffic Pro provides store managers with a tool that actually measures how well promotions, changes to store layouts and product specials improve the sales conversion rate. Traffic Pro provides immediate feedback on promotions and store layout changes as well as identifying dead areas within the store.”

Pescud says there is strong demand for Traffic Pro from other Asian countries.

“My colleagues saw how well we have done with the product and now they want to sell, install and support it,” he says.

“We will manage the Traffic Pro business line through Hong Kong, which will provide a regional centre of excellence for the product. Traffic Pro is an excellent and comprehensive product which has been very good for our business during the past three years. We entered into the market with a high focus on quality customer service and support and we have very high expectations of its potential in these new territories.”

Security Systems was recently acquired by G4S Holdings (Hong Kong) Limited, part of the Group 4 Securicor group of companies, which operates in over 100 countries and employs more than 470,000 people.