When you visit a shop quite often, chances are that some of the staff might recognise you. This could be met with a cheery, “Oh, back again are you?” Or they might even know your name. However, in this world of social media and video technology, being greeted by retail staff has taken a sudden Orwellian twist.

How would you feel about visiting a shop you’ve never been to before, only for the staff to already know your name, your face and maybe even know about what you’ve come in to buy? Believe it or not, this could be the future of shopping.

Face Recognition

It’s all thanks to the Japanese and the Americans (who else…!?) Lovely tech giants such as NEC and FaceFirst have come up with some remarkable face recognition technology. This bank of photos could come from social media - primarily from those who have liked the company’s Facebook profile or follow the company on Twitter. If you’re particularly rich or famous, texts would be sent to staff the moment you set foot on the premises. You’ll then be approached by someone who’ll be all over you like a rash, saying such things as, “Hello, Mr Spiderthrust. How may I help you get rid of some of that tiresome money of yours today?” That’s if your name is Mr Spiderthrust of course.

Aside from removing customers’ money, there is another benefit to the store and that would involve saving money. If there are known shoplifters on the prowl for example. Images could be stored on the system, then when the miscreant enters the store, texts could warn the staff so they can pounce upon the potential thief and cry, “Be off with you, you filthy beast”. Or something like that.

Smart Shelves

But even if the system doesn’t know your name and doesn’t have your photo, there are other ways it can push products in your face. The software can identify your age and sex and – believe it or not – this has already resulted in something called “smart shelves”. Yes, I know. But stick with us on this for a moment…

“Smart shelves” apparently see you lingering by the shelf, gazing at the products. It will flash messages at you based on your apparent age and sex. So if you’re a young lady, staring at some soft drinks, it will flash the calorie content at you. If you’re a big lad it may ping you a QR code via Bluetooth, containing a discount voucher.

iBeacons

There’s more. Oh yes. There are things called iBeacons. This figures out if you have a store’s app on your smartphone. If you dare to walk past without going in, the iBeacon will send you a special offer or discount voucher. This will then stop you in your tracks and lure you into the store. How dare you think of wandering by without popping in…?

There are stores all over the world currently using variations of these many different technologies. Not only stores in fact; many other businesses from restaurants to petrol stations. These places have to compete with internet shopping but are they going too far? Will we be able to go anywhere without being photographed, recognised, followed and pestered? Pretty soon the only way to avoid being hassled will be to abandon all technology and live in the middle of nowhere. At least when you pop to the corner shop and the person behind the counter knows your name, it’s because they’re probably a friend who genuinely knows you.

For the original story on facial recognition, click here: http://www.bbc.co.uk/news/business-30219820

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