Zoomkube will introduce facial-recognition software and social media monitoring capabilities to its cloud platform that will allow brands to serve real-time offers and content on a monitor in retail stores, based on the consumer's appearance and behavior.
Retailers and brands fret about an inability to interact with consumers via technology in stores other than on their mobile device. This technology bridges the gap between brand and consumer. It relies on three video cameras that take an image of the person standing in front of the monitor, and a partnership with an unnamed third-party facial recognition software company. The platform takes a picture and compares the image with thousands of others in a database, allowing the brand to determine gender, age and appearance.
A person with curly hair would see a shampoo specific for that type, and other products from that packaged goods company, according to Christian Mouritzen, vice president at Zoomkube. Entering in an email address on the touchscreen would opt in the consumer, give consumers coupons for specials, enable the brand to build a lead-generation database and analyze information reported by potential or existing customers.
A call to action on the screen would enable the consumer to opt in. The consumer enters their email address after seeing the content. The facial recognition software would measure the points on the person's face to determine the types of products to serve, similar to the technology inside Microsoft Kinect. The consumer would also confirm they are interested in future offers.
The technology can also track what the person looks at on the screen.
"We have multiple agencies and package goods clients that want to sit down in September to talk about campaigns that will launch in beta around November and December," Mouritzen said. "As more people get start interacting with touch screens, we think there's a strong opportunity to introduce near field communications technology that exists on mobile phone like the iPhone 5."
NFC, or near field communications, would enable the screen to recognize the phone number, but the consumer would need to opt in first.
Launched in March, 2013, Zoomkube ZK100 allows brands to generate and measure content through a 55" digital stand-alone kiosk that will allow a third party to integrate the technology into existing campaigns. Clients for the company include Coca-Cola and Procter & Gamble, along with corporate partners Campbell's, ESPN, Ericsson, Lowes and Merck.
Shampoo for curly hair? What a desperate reach for big (little) data/technology relevance. The amount of VC money sloshing around looking for a home must be infinite...
This could be a recipe for disaster. I don't imagine most customers would react well to being marketed an "anti-aging" or "weight-loss" product based on their appearance. I hope a lot of up front testing goes into this before it's released into the wild. Also, I have been waiting for the "minority report" level of targeting. Almost here! A bit creepy...