Douglas Cumming, A tenured professor of finance and entrepreneurship at York University’s Schulich School of Business was engaged by i3 International to analyze sales data collected from six sporting goods stores in the northeastern region of the United States. The data was collected between January 1, 2013 and May 9, 2013.

The data analyzed indicated the use of video technology is highly effective in improving sales results. In particular, the most conservative estimates show that the technology generated the following:

• an increase in total sales per hour by 29.27% ;
• an increase in the number of transactions per hour by 14.74%;
• an increase in the average size of each transaction by 11.27%

A number of additional interesting findings, along with suggestions for ways in which the data can be used to further improve the effectiveness of sales efforts were made.