BIOMETRICS IN RETAIL
Ben McDaniel
Paul Acken
Wesley McAhren
PROBLEM
• Companies are not implementing biometric
application in retail space for customer interface
due to various issues.
POSSIBLE ISSUES
• Usability
• Habituation
• Frequency
• Implementation
• Customer Privacy
• Reliance
SIGNIFICANCE
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The significance of this issue is to create a
more efficient process for the business
and consumer while still meeting
demands for both parties due to the rise
in use of technology.
More people use smart phones than ever
before.
No one wants to waste time in a line if an
alternate option is available.
There is a new generation that is more
accepting of technology but this brings
forth higher demands.
SIGNIFICANCE
• Before 2014 biometrics was not a very popular trend,
currently becoming more frequently used throughout
retail, industry, and corporate companies.
• Takes more responsibility off of the actual company
and places it on the user or customer.
METHODOLOGY
• Research on why only employees use biometric in
retail.
• Collected Literature on what Retailers already use this
method.
• Created Survey for Corporate heads in companies
• Interview with Douglas Beuttner
FLOW CHART
PROCESS FLOW
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The process:
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The customer chooses either the
traditional process or biometric
option
If they choose the biometric process
they are prompted to the kiosk where
there fingerprints are taken
Once the individual are recognized
they can place their order and pay via
their saved credit card information
They then bypass the regular line and
go to the alternate order receive
register and pick up their items
INTERVIEW WITH DOUGLAS BUETTNER
Problems
• Adoption
• People fear they will get their
finger chopped off
• Elderly registration
The Future
• Technology will continue to
advance
• Business type reasons will be
the cause of companies failing
•
Working with credit card
companies
THE PLAN
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Approval from retailers corporate office for floor implementation of biometrics
Determine kiosk or mobile application for biometric usage
Implement new layout for production process
Contact third party company for technical support
Start enrollment process
One month, three months, six months, one year statistical analysis of biometric
system performance
LITERATURE REVIEW
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U.S. Grocer to Implement Biometrics
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Piggly Wiggly grocery store created a system where customers could checkout using a finger print
scanner that would pull up an electronic bank account allowing them to withdraw money from it.
Mastercard, Zwipe Team Up for Worlds First Contactless Smart Card
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New Smart Card allows users to set up fingerprint within credit card for maximum security. All
fingerprint data is stored on the card itself so that hacking is not possible
"Taco Bell Disrupts Fast-Food Ordering With New App
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Taco Bell has delivered a new app that allows the consumer to order their food from their phone.
Allows you to customize your order and pre-pay for your food. The app will notify you when you
are within a certain distance. They plan on opening up a separate line for an efficient process.
APP BASED ORDERING
• Multiple companies are rolling out individual App’s that allow the
customer to customize order and pay via their phone
• These companies include Taco Bell and Starbucks
• App’s on mobile phones offer the benefits of having a wider reach to
the majority of users which use apps on their mobile phones
• The app system also benefits from being much cheaper on the
business's standpoint
BIOMETRIC BASED MARKETING
• When the machine recognizes your profile they
can alter their ads based on what will be a more
effective advertisements based on your profile
• Companies such as Dunkin Donuts have used auto
capture to alter their shown ads to each individual
customer
THIRD PARTY RELIANCE
• Piggly Wiggly used the third party company Pay By Touch to
introduce a biometric based checkout
• Pay By Touch eventually went bankrupt which left Piggly Wiggly
with no other option than to cut off all ties and end the biometric
checkout experiment
• Pairing with a third party company who could very easily face the
same financial problems that Pay By Touch did is a fear to the
retailers
PAYMENT SYSTEMS
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Credit card companies are showing more trust in partnering with less traditional
payment systems
Recently they have partnered with Apple to create “ Apple pay” so that users can
use their Apple devices in place of credit cards at the point of sale
Other smart phone manufactures are developing, or have rolled out, similar
software
Pay By Touch
Electronic Gift Cards
DR. ELLIOTT
1.
2.
Can we get your thoughts on Dougs interview
Is it to late to send out a survey with the question we proposed? I found the questions for a survey that we we made did not
relate to Doug. He brought up some interesting points but would like to receive feedback from other retailers