News

IBM is testing biometrics technology for retail marketing

February 28, 2011

International Business Machines Corp. (IBM) is testing technology that would use biometrics — automated ways of recognizing humans based on physical or behavioral traits — in retail marketing, according to NYTimes.com,

The new technology involves tracking biometrics through a mini camera installed in a mannequin’s eye or positioned somewhere in the store.

The tests are being currently conducted in Milan, Italy, for a fashion company’s flagship store, as well as an electronics store. The clients asked IBM not to reveal their identities for fear of customer backlash.

“We started with fashion because it is a creative and innovative industry, but it’s clear that people have to be educated so they know their privacy will not be compromised,” said Enrico Bozzi, the manager of IBM Forum Milano, the department that developed the technology. “It is a question of changing people’s perception.”

Most companies use biometrics for security purposes; however IBM’s applications will be used for functions, such as merchandising. Using the data collected, stores can merchandise their stores strategically based on clientele demographics. According to Marco Fregonese, strategy and change leader for IBM Global Business Services, none of the applications have been sold yet.

The company is also developing software that allows clients to virtually try on jewelry and apply makeup.