IDIS Video Analytics Power DeFacto’s Business Expansion
Fashion retailer DeFacto is one of the best-known and most successful clothing brands in Türkiye, with a program of rapid expansion since its launch in 2004. This expansion has seen new branches prosper in Europe, the Middle East, Africa, and Central and Southeast Asia – and advanced video analytics are playing a role in the company’s success, with a solution from IDIS and its integration partner Secom Türkiye.
With many new locations being added each year, DeFacto is making significant investments in the use of advanced technology to drive efficiency and a focus on providing positive customer experiences.
Video surveillance is a key technology for DeFacto, but the camera systems it previously used were proving to be an obstacle to innovation. To support its expansion mission, DeFacto needed a new video solution that would deliver powerful AI functionalities and enable improved, centralized control.
Understanding the value of video analytics
Understanding the value of AI analytics for business intelligence, as well as for loss prevention, DeFacto also sought a video technology that would be easy to integrate with its broader business information systems.
To support management decision-making, the company prioritized a more accurate and affordable solution for people counting, conversion rate measurement, and capture rate analysis. DeFacto turned to IDIS and its systems integration partner, Secom Türkiye, for a solution that would combine the latest capabilities with the most competitive lifecycle value (lowest TCO).
Phased migration to advanced functionality
A proof of concept (POC) demonstrated that IDIS 5MP Fisheye cameras can achieve complete scene coverage of DeFacto outlets, typically spanning over 3000 sqm, with fewer cameras. Reducing the number of cameras required significantly reduced costs, with less cabling, fewer switch ports, and minimized installation and maintenance time.
Following the POC, a phased migration program allowed the old system to continue in operation as the new system was rolled out store by store, with IDIS VMS providing a stable and user-friendly operating platform.
A mix-and-match VMS architecture ensured best value, while allowing flexible system control: IDIS Solution Suite (ISS), IDIS’s feature-rich enterprise VMS, provides advanced functions for management teams at DeFacto’s head office, while the free client software allows essential video functions to be handled at local stores and on regional managers’ laptops.
DeFacto adopted IDIS Smart Privacy Masks, not only for GDPR compliance but for internal security and fraud prevention. An advanced, video-based people counting solution, utilizing IDIS’s DV-1304 AI Box, replaced a leading brand using conventional technology across DeFacto’s stores, covering up to nine doors in each location.
IDIS’s AI-powered people counting analytics were shown to be significantly more accurate and far less expensive. IDIS configured a new web-based dashboard to make it easy for DeFacto’s senior management to utilize analytics data, including conversion rates and capture rates.
More accurate metrics support growth strategy
DeFacto now has accurate video analytics data around customer footfall, passing traffic, and customer engagement, as well as enhanced head office oversight of prevention and risk management. The company can now make more confident decisions about store performance and staffing and identify new areas for investment.
The IDIS solution has transformed DeFacto’s management control across its portfolio, utilizing dependable, forward-facing technology that provides a sustainable service lifespan and the best total cost of ownership (TCO) affordability. “IDIS video technology is uniquely suited to supporting DeFacto’s growth strategy,” says Erdoğan Tekin, Deputy General, Secom Türkiye. “This powerful, yet easy to install, solution helps retail chains reduce losses and risks, improve centralized control, and deliver valuable insights into store performance and trading conditions in each location.”
For more information, see the IDIS eBook: eBook_2025_IDIS_Retail_Biz_Intelligence
