In a recent Businessweek article, Tesco’s business technology management (BTM) plans were revealed, resulting in disapproval from many customers. The world’s third largest retailer plans to install scanning technology into all of its U.K. gas stations. Using this software, Tesco can make guesses on a customer’s mood and combine that with purchase history to provide advertising that will suit them. For example, the system may suspect that a man is tired and an advertisement for coffee will immediately show up. This is one of the many examples of how companies are beginning to combine information technology with business to make important marketing decisions. Other retailers have begun installing cameras and heat sensors inside their stores as well. However, there is one main question that arises from these practices:

 Is this ethical?

 Personally, I believe that using BTM in this manner is acceptable. Sure, the argument can be made that customers have not given consent to companies to monitor their face. However, these customers forget that every store they go into, there are security cameras recording their actions. The scanners act no differently and only try to provide customers with a more tailored experience. Furthermore, customers still have the choice to buy these products. It is merely providing suggestions and again, making the consumer have a much more enjoyable experience.

References:

http://www.theglobeandmail.com/report-on-business/industry-news/marketing/tesco-to-use-face-scanners-for-targeted-advertising/article15324033/

http://www.businessinsider.com/tesco-installs-face-scanning-cameras-at-gas-stations-2013-11

http://www.businessweek.com/articles/2013-11-04/tescos-in-store-ads-watch-you-and-it-looks-like-you-need-a-coffee

Picture:

http://www.businessweek.com/articles/2013-11-04/tescos-in-store-ads-watch-you-and-it-looks-like-you-need-a-coffee