The biometrics have been standardized as the security system par excellence. A method advanced to infallibility, in a context in which user immunity is constantly at risk. The fingerprint, facial recognition and iris have been democratized with its incursion into electronic banking and mobile phone. An expansion from which other more market-oriented sectors of products and services are intended to be exploited.
The customization of suitable offers to each user, is the blame to be reached by any type of trader. To offer to each client the product you are looking for, according to their interests and past experiences. Today’s concept isn’t just about the idea of some visionaries. BurguerFi and Lolli & Pops are two American franchises, who have adopted biometrics to give their users a premium service oriented to their familization. Through facial recognition, both brands offer an opportunity to save their customers’ food preferences and get to know what their favorite products and ingredients are, or even those that are intolerant or allergic. Do you imagine an establishment full of screens, that through a camera recognizes a recurring client’s face, and thus offer them offers of products associated with their purchase experiences? 7. Eleven is as close as the concept of an intelligent tent as the most idealist traders felt. At one of its franchises in Taiwan, customers can conduct any type of operation through a face recognition software fully installed throughout the place. They are systems that clear the privacy boundaries of these users. The “anonymous” databases that will be acquired by the owners of these establishments can end up becoming true weapons to create increasingly aggressive marketing strategies. A technology that was born with the aim of securing users’ privacy and that can end up becoming a system that will end up snatching them from them.
Abel González Department of Marketing