December 10, 2015 -
Marketers will soon rely on facial recognition software to advance their digital marketing capabilities in an effort to better reach, engage and convert consumers, according to a report by Marketingland.
The report argues that facial recognition software will replace technologies like geofencing, which allows brands to send targeted email ads to consumers based on their real-world behaviors.
Facial recognition gives marketers an ever-present and more direct channel to reach consumers. The report claims that as long as companies educate consumers about how facial recognition software will benefit them by making shopping more convenient, there will be limited opposition as brands demonstrate the technology’s value.
Additionally, the implementation of strict guidelines and published policies should ensure that facial recognition software’s ability to provide more benefits to marketers and consumers in 2016.
As the use of the technology continues to grows, marketers will be able to ask for consumers’ head shots upon subscription.
This will enable brands to connect the digital and analog activities of consumers, following them from desktop to mobile to in-store. As a result, marketers will be able to devise a strategic campaigns tailored to each consumer.
The report highlights three key predictions addressing the use of facial recognition as a marketing tool in 2016.
The first is that marketers will use facial recognition software to attract more subscribers to visit retail stores, enticing customers with so-called “deals at the door.”
Additionally, brands can use these deals delivered via facial recognition software to motivate consumers to return to retail stores to make a purchase.
Second, marketers will use facial recognition software to provide consumers with more personalized deals, promotions and product suggestions.
As consumers enter the store, the combined use of cameras and facial recognition software are able to collect a handful of metrics, including height, weight, gender and approximate age.
Third, marketers will use facial recognition software to learn more about a customer’s buying habits over time to ultimately develop long-term customer relationships.
Cash transactions make it impossible for brands to track purchases and make product recommendations in the future. Facial recognition software can help marketers overcome these payment barriers by turning cash into a trackable entity.
Brands will be able to recognize customers who enter their stores and subsequently match-back all transactions by monitoring the products that consumers physically carry out of the store.
Marketers can collect this data to monitor changes in sales traffic and consumer preferences, enabling them to create a more comprehensive database on each consumer’s buying habits.