I.B.M., developers of various technology and computing product and service solutions, have been working on ways to use physical and behavioral surveillance biometrics for retail marketing purposes, according to a New York Times article.
While the technology is still being developed, I.B.M. is testing it out at a flagship fashion company’s store and an electronics store in Milan, Italy.
Much of what the I.B.M. technology hopes to do is provide retailers with a better knowledge base for their customers through the recording of behaviors exhibited by various segments of the customers in the store as broken down by their biometric profile.
Other potential uses for the system would be for immediate customer recognition so that a previous purchase could be asked about and future purchases recommended upon the customer’s entry into the store.
Read the full story here.