Giant UK based retailer Tesco PLC is implementing surveillance cameras with face scanners in its gas stations to better target advertising to its customers. The cameras, which can estimate age and gender, will be installed at checkouts in 450 locations. Although it seems intrusive, the cameras cannot personally identify and the company won’t keep any of the images.

This innovative form of descriptive research could prove to be very useful to Tesco, and I would not be surprised to see them gain significant returns on their marketing investments. In knowing age and gender trends of consumers, managers will greatly reduce uncertainty in marketing decision processes. For example, the company may have previously thought that, being a gas station, no particular group was visiting more frequently. After using the technology, they may realize that young males are their target market and physically rearrange/restock the products in their stores, increasing revenue. As technology becomes increasingly more sophisticated, it’s inevitable that the rate of new marketing strategies will increase, pushing the personally boundaries of consumers. In a few years time, face scanners may be the norm, and then what will businesses try to analyze, consumer personalities?

Source: http://www.theglobeandmail.com/report-on-business/industry-news/marketing/tesco-rolls-out-face-scanners-to-deliver-targeted-ads/article15243513/#dashboard/follows/

Source: http://blog.seattlepi.com/thebigblog/files/library/camera_head.jpg