Retailers have become more interested in biometric facial recognition. They use this technology to collect data about customers coming to the store, change their offers or develop new ones according to the analysis received, reports «Коммерсант» with a link to the interview CNBS&about the research of the Hong Kong technology company Jardine One Solution (JOS).The company works with retailers who want to use facial recognition to create profiles of their customers and track their actions in the store.

"One of the things that large traditional retailers are starting to do now is tracking who comes into their store and how he behaves there,"notes Managing Director JOS, Mark Lunt.

For example, based on the collected data, some stores even select music playing in the trading floor.As reported in JOS, all received customer data is anonymous. Nevertheless, biometric data and facial recognition are a very sensitive area, affecting personal life, and the issue of privacy remains relevant.

Similar technologies have been developed by the world's largest retailer Walmart. With the help of facial recognition, the system can determine whether the customer is satisfied with visiting the store, and if not, contact them to resolve possible problems. "The customer's biometric data can be compared with the data of transactions carried out by him in order to detect a change in the customer's buying habits due to dissatisfaction," says the application filed by Walmart for a patent.

According to experts, the use of biometric data has great potential. Such systems represent a separate layer of intelligent video surveillance and work on neuro-network algorithms. These algorithms, combined with specialized cameras, ensure high accuracy of identification of a person, even if he is walking in a crowd. The results of work in real conditions show that over 96% of individuals are successfully recognized, therefore such systems are becoming more and more in demand and are becoming more widespread in various fields. Remote face recognition has a great future directly in retail.

According to forecasts of the research company MarketsandMarkets, the market for such systems will double by 2021 compared to last year to $6.8billion. One of the latest examples of the use of such technologies was the release of the Apple newiPhone Xwith the Face ID system for face recognition. Facebook is also testing a facial recognition system that will allow users to restore access to their account.

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