Do You Know Who Has Visited Your Store Today?
The consultancy, MarketsandMarkets, estimates that facial recognition in retail stores already handles more than US $ 3.3 billion at retail. The amount invested should approach $8 billion by 2022. So, what are the benefits of this technology and its main applicability in retail?
How Does Facial Recognition Work in Retail?
First, one must understand the application of this technology in this segment. Collected personal data, scanned documents, and stored images are the things that complete the customer’s master record in the store system. The facial recognition system receives these details from the database for future utilization.
The technology will make a detailed examination of the person’s face patterns and encode this information into a digital numerical encrypted sequence. Your personal information attaches to the sequence, which makes it the identity for the system. So every time the camera reads these patterns, the system will recognize.
Making Retail Growing: Practical Applications
Everyone knows: ease to pay translates into more sales. Increasingly common, merchants can now accept payment via facial recognition. No cards, no boxes, no queues – just select the product on the totem pole than ready, is paid!
The owners of e-commerce already have recognition solutions that make it possible to track the habits of their customers. Information about how long their customers usually stay in the store and what were the most frequently observed products, for instance. The technology allows us to understand the behavior and the main customer habits in physical stores too.
Thus, in the retail trade, the use of facial recognition enables mapping, real-time, of those who manage the establishment. It allows, for example, to understand consumer reaction to a gondola: with facial expression, it is possible to analyze the level of interest in the product that the store offers.
The perception of these details is important to meet customer expectations, maximize sales and influence loyalty. For example, if 90% of the profiled women visiting a particular bookstore Tuesday between 14h and 16h are under 20 years and buy books on the subject of Classical History, you can use screens or other forms of visual content to customize the store at that time.
Case: Boticário and Facial Recognition Tools
The chairman of Boticário Group, Artur Grynbaum, the company develops a customer identification tool for facial recognition. The project will depend on the accession of consumers participating in the loyalty program of The Apothecary. With the feature, the attendant will have available data from previous purchases and also navigation in group sites.
“One of the challenges is how to use this data because we can not be invasive. But we have given much, and we have to enrich the consumer profile to offer things that make more reference to individual needs it. We are no longer in phase the customization, but the customization. “
The director continues: “When she enters the room, I know: this is so and so. The store consultant receives information on the phone. I’ll have a person’s purchase history with us and even a product of interest that it has sought on our sites. And how to do this without being invasive? The use of the data is a challenge. We can not be intrusive. “