Tesco’s scheme to scan customers’ faces at the till to determine their age and sex for advertisers has split opinion.
Tesco is installing hi-tech screens at 450 of its petrol stations. The screens, positioned above the till, have built in cameras that can identify whether the customer is male or female, estimate what age they are and determine how long they look at an ad.
The real time data is then fed back to advertisers to give them a better understanding of the effectiveness of their campaigns.
Tesco has partnered with Alan Sugar’s Amscreen business to deploy the ‘OptimEyes’ system, which is likely to alarm privacy campaigners.
Retail Week senior reporter Alex Lawson asked shoppers at Tesco Moorgate what they thought of the scheme and supermarkets studying their customers.
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