Facial recognition technology has a big part to play in developing customer loyalty
VIP loyalty card schemes are a tried and trusted tool in retail. For while they usually provide perks and discounts for shoppers, the data they gather for retailers offers a vital glimpse into who those shoppers are, what they buy and what they might be interested in buying next. If there’s one glaring problem with loyalty programs, it’s that a store only knows when one of its top customers has come in when they scan their card at a check-out. Until that point, they are treated like any other shopper. It’s arguably a missed opportunity to strengthen the customer relationship further and to tempt them to spend more with personalised offers.Automatically spot VIPs
Fortunately, customer loyalty is an area where a facial recognition system can have a big impact. Using networked cameras and specialised software, retailers can now automatically spot VIP customers when they enter a business, alerting staff so they can be ready to help. OCBC Bank rolled out facial recognition at its Holland Village bank in 2017. The system is used to spot the bank’s premier customers when they enter the lounge. Once alerted, staff can then greet the customer by name, offer them refreshments and magazines (based on previous interactions with them), and have their background information displayed automatically.
Personalised recommendations
US-based Lolli & Pops is another company that’s experimenting with facial recognition technology. The successful confectioner uses it to help in-store staff recognise VIP customers as they walk in. According to the company, sales assistants can then use the information to pull up a customer’s previous purchases and make new recommendations based on them. The technology is set to be rolled out in multiple Lolli & Pops stores throughout 2018. The possibilities for facial recognition in the retail sector are many and varied. Even within a single business. For example, restaurants can use facial recognition technology to warn kitchen staff about specific allergies a customer has, while the waiting staff can use the same customer data to make more personalised menu recommendations.