Face Matching Technology Drives Sales through Targeted Customer Marketing
As we have been discussing the last two months, security and surveillance solutions can offer many bottom line benefits, in addition to protecting your employees and guests. When integrated with POS workstations, security cameras can play a role in employee training and prevent internal shrinkage. In the quick-service market, restaurant operators also have the opportunity to connect security cameras to flat panel displays used as digital signage for targeted marketing and advertising.
Many QSRs are replacing physical/printed menu boards with digital signage, as it makes it easier to display menu information, abide by federal regulations and enhance the customer experience. Besides saving on printing costs, restaurants can instantly update prices and new menu items with a digital display. Digital signage also enables QSRs to display specific content based on a variety of factors.
Through the use of face matching recorders connected to security cameras, QSRs can display digital content most relevant to individual customers based on relative age and gender. This data allows restaurants to predict menu choices and prompt menu promotions accordingly. A Network Video Recorder (NVR) with face matching and an integrated point-of-sale (POS) system with analytics software can scan data to track orders, make menu changes, monitor inventory, reorder supplies and flag purchases of interest. These analytic capabilities allow restaurants to more accurately measure the success of marketing/advertising campaigns and customize menu preferences for individual stores’ demographics.
In October 2012, The Federal Trade Commission (FTC) released a staff report “Facing Facts: Best Practices for Common Uses of Facial Recognition Technologies” to guide companies leveraging face matching technologies and to help protect consumers’ privacy. We recommend that QSRs looking to deploy face matching technology work closely with their vendors and distributors to maintain appropriate data security protection.
To see how Panasonic’s face matching technology and associated analytics are used within the restaurant, watch this video discussing how to take your restaurant operations beyond managed chaos.