BRS IPC was born from the experience of leading companies in the fashion and retail sector, which highlighted the need to learn more about its customers in more detail. In fact, the BRS IPC solution provides the precise values of visitors only, thanks to a specific and unique function that excludes employees from measurements. BRS IPC measures both total counts and profiling by demographic categories (gender, age group and ethnic group). BRS IPC accurately measures the customer’s attention time-span in front of a shop window, a display, a monitor, etc. and provides profiled data on routes and heat maps in shops, shopping malls, car showrooms, etc. The solution can be applied to entrances, shop windows, passageways and specific points of interest in stores. It can also be applied to totems to transmit targeted digital signage contents according to the demographic profile measured in real time. A special application of BRS IPC is dedicated to cash register areas and allows the buyers to be profiled, associating each receipt with a corresponding demographic profile, to obtain detailed conversion rates for target customers. With BRS IPC it is possible to obtain precise information about its customers and their behaviour, and it is possible to evaluate exactly the effectiveness of marketing and communication activities and policies, as well as the effectiveness of the layout of the stores. BRS IPC has been designed strictly according to the principles of ‘privacy by design’: the solution works in a completely anonymous way, does not allow, even indirectly, to identify a subject, and does not store images or other personal data, but only anonymous statistical information of demographic profiling.