Businesses using retail hardware support that are considering using facial recognition technology in their stores in the UK so as to display product recommendations based on age and gender may want to think again.
This is because new research from RichRelevance has found that seven out of ten shoppers in the UK consider this to be creepy, while 76 per cent feel much the same way when they’re greeted by their names when entering a store because their phones have signalled their entrance.
That said, the personalised shopping experience does have some appeal for consumers in the country. It was found that 72 per cent of those asked thought that personalisation of product recommendations based on shopping habits was ‘cool’, while 63 per cent liked having a personalised map on their smartphones showing them where items were located in store.
RichRelevance’s Diane Kegley said: “Personalisation in the form of facial recognition or personal greeting at store entrance may not be welcome, but we’re seeing a trend of younger consumers who are open to a connected shopping experience—receiving recommendations delivered within their personal space like dressing rooms and smartphones, and allowing in-store tracking if it means getting a better deal.”
This comes after the British Retail Consortium found that digital sales for the retail industry were up by 9.9 per cent in May – suggesting that technology will have an increased role to play for retailers and businesses as the years go on. Focusing on this at this time could well prove beneficial.