Tablets installed in stores are used by the Russian Synqera emotion recognition system to give a personalized character to consumers' purchases.
According to a Mashable article, the devices that are placed at the entrances and exits (cash registers) of retail stores «scan» the appearance of the customer, as well as the items they select, and make purchase suggestions or inform them of offers that may interest them.
For example, Synqera can offer a discount on a bottle of whisky if it «sees» an adult who appears lonely or, on the contrary, seems ready for an evening outing. Conversely, if it deems someone angry, it does not enter the process of making proposals. Simultaneously, it also presents other details, such as possible alternative choices, locations where interesting items for sale can be found, etc
Devices that have Synqera installed are already in stores of the Ulybka Radugi chain in Russia, and an expansion into Europe and America is expected soon, with the company's CEO, Filip Subin, aiming for a presence in the US before 2014, as he told Mashable.
The system combines the «natural» profile of each customer (as perceived by its external sensors) with data that exists on a possible loyalty card of the store and the items that the customer has in their basket. Specifically, it combines a wide range of data, from preferences observed based on geographic location and gender of the customer, to weather conditions or local events that can influence their consumption habits. The system is also able to perceive, e., a smile in real time and analyze it in combination with other data, while a large range of technological equipment (Near Field Communication, touch screen, magstripe reader, etc.) allows physical interaction with the consumer.
The Russian i-Free Ventures has invested four million dollars in Synqera, which has 29 employees and is based in Saint Petersburg, with offices in New York.
Despite the clear advantages it presents for the retail sector, a system of this kind, many point out the risks that the expansion of its use may entail. According to Toni Ferraro, founder of Twubs (a Twitter management tool), which works with major brands, this type of profiling can be dangerous, due to the potential for provoking reactions from consumers who feel the systems discriminate through their recommendations. Also, many cite personal data breaches, especially after the NSA surveillance scandal in the US.
Source: naftemporiki.gr
