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Companies Will Soon Begin using Facial Recognition In Their Stores

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According to an IT company , retailers and malls are looking to track customers and collect data about consumer demographics.

The data collected includes "how many people are coming in, age, ethnicity, gender — it's all about knowing the foot traffic better and trying to serve more appropriate offers to those customers," said Mark Lunt, group managing director at Asia-based Jardine OneSolution.

Retailers argue that facial recognition and biometric data will improve customer experience, but in light of Uber's recent data breach, which exposed the personal data of 57 million users and drivers, many people are hesitant about this technology.

"Technology is not the barrier to the systems being implemented, it's privacy concerns, it's cultural concerns," said Lunt.

Although customer identities are kept anonymous, many people are worried if this will be a slippery slope.

Some people also argue that this technology is not as useful for customers as it intends to be. There are other, and more simple, methods that will generate customer satisfaction.

“Why don’t cashiers ask if the customer found everything they were looking for — not having found it being the major cause of unhappiness?” Stephen Needel, managing partner at Advanced Simulations, asked in an online RetailWire discussion. “You don’t need facial recognition for that. And give the cashier an action option if the customer says no.”

[Source: CNBC]

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