Retailers are using Facial Recognition Technology to track shoppers, for security and to help boost sales

Retailers are increasingly using facial recognition technology for security, checking camera footage against known shoplifters and criminals. This is made possible with higher resolution cameras and advanced analytical capabilities.

The same techniques to identity shoplifters are also be used to track customers with the goal of increasing sales. Sophisticated analytics software measure browsing “dwell times,” responses to product displays and traffic flow, helping retailers measure which displays work well, and where the customer traffic is. This helps brick and mortar stores compete against online retailers, which use cookies to track buyers. 

Consumer privacy is a key issue. Is the data being collected and saved? If so, is it secure from hackers? These are the issues and concerns retailers are considering. 

Revealed: how facial recognition has invaded shops – and your privacy 
Chris Frey , Toronto, March 3 2016


Related: a multi-stakeholder NTIA group has agreed to a Code of Conduct for commercial use of Facial Recognitions Technology

National Telecommunications and Information Administration (NTIA) guidelines encourage commercial entities that use facial recognition technology to give individuals the opportunity to control whether their facial template data can be shared with a third party that doesn’t have this information.

Other recommendations for best practices urge commercial organizations to disclose their policies on the collection, sharing, and storage of this information; to provide notice to consumers when facial recognition is used; to takes steps to protect this information; and to provide consumers means of contacting entities regarding the use of this data.


NTIA group agrees on face recognition code of conduct 
22 June 2016