Management / Three quarters of shoppers think facial recognition technology is 'creepy'

Three quarters of shoppers think facial recognition technology is 'creepy'

Nearly three quarters of consumers think technology that uses facial recognition to recommend relevant products is "creepy", according to a new study.

Face identification

73 per cent of those surveyed by RichRelevance were creeped out by the technology.

A similar number – 74 per cent – thought it was creepy for a salesperson to greet them by name after receiving a notification from their mobile phone signal upon entering the store.

And 75 per cent felt uncomfortable with technology that uses facial recognition to detect a high-value shopper and inform a sale associate.

Not all technologies were deemed creepy, however, with some receiving “cool” ratings.

76 per cent of those surveyed were impressed with technology that allowed them to read reviews and recommendations by scanning a product with their smartphones.

A mobile map showing items’ locations and the most efficient path through the store was approved of 69 per cent of consumers.

And 44 per cent of those surveyed thought location-based product recommendations, coupons and promotions on their mobile devices were cool.

RichRelevance chief marketing officer Diane Kegley said: “Shoppers want digital personalisation when they are ready to engage.

“They may not be ready for personalised messages the moment they walk in the door or even when they hit the dressing room, but our survey suggests they welcome relevant information and promotions when they are making a purchase decision.”

For more information on the survey, see the RichRelevance website.


Discover how your business can provide a top-class customer experience at Customer Focus Live 2015, next week at the Hotel Russell in London.

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