The largest US pharmacy chain Walgreens is currently setting new standards when it comes to measuring customer behavior: Since mid-January tests are running with „smart“ refrigerators.
Age, gender and buying behavior can be determined
The devices scan the faces of buyers and determine age and gender. A first such device is currently in use in Chicago, it says in the US magazine „The Atlantic“ (online edition). Soon, stores in New York and San Francisco will be equipped with the equipment.
Demographic information is important to retailers. Retailers want to know what consumers are buying or what is fundamental to their purchase decision. Corporations expect to be able to target specific customer groups by collecting relevant data.
Influence on buying behavior
For example, if a beverage company runs a campaign targeting younger women, it is possible to „kill off“ people’s behavior or the effectiveness of advertising with „smart“ refrigerators. Corporations also want to influence the purchasing behavior by arranging products on shelves – of course that also happens without technical aids.
