Sunday 03 November 2013
Customers at Tesco now face the prospect of having their faces scanned while they queue for the till as the supermarket tries to better target advertising towards customers.
The system, developed by Amscreen, a division of Sir Alan Sugar’s company run by his son, Simon Sugar, involves screens being placed at the tills of all of Tesco’s 450 petrol stations. Each includes an in-built camera which will use face-detection technology to calculate the age and sex of those queuing plus the location and time – as well as monitoring the customer’s purchases.
It opens up the possibility for the retailer to run tailored adverts, for example by promoting women’s magazines if it detects women in the queue, or coffee for the morning rush. Tesco and the company, who have signed a five-year deal, estimate the “OptimEyes” system, which will run ads up to 10 seconds on a 100-second loop, could reach up to five million people.
Mr Sugar told The Grocer that while it sounded like something from a sci-fi film, he was looking at rolling out the system to a number of supermarkets. “Yes, it’s like something out of Minority Report,” he said, “but this could change the face of British retail.” He added that customers should not be worried about their privacy when the system was in use.