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For those of us who aren’t celebrities, being recognised in stores is probably not something we’re accustomed to - although perhaps we should start getting used to it.
Facial recognition is already in
operation in certain shops, courtesy of companies like Japan’s NEC and California’s FaceFirst. They work by matching customers with their
Facebook profile picture, and then sending a text alert to staff to prompt them to provide customers with a
completely personalised shopping experience. Facial recognition
technology has already been trialled internationally by brands such as
Tesco, Mondelez International and Mook Group.
But it goes further. The Luce X2 Touch TV vending machine uses facial recognition technology to identify users’ medical and purchase histories, preventing them from buying certain products if they’re deemed unhealthy for that particular customer.
Meanwhile, a club in Barcelona has quantified comedy, charging
customers on a ‘pay-per-laugh’ basis by placing face-tracking tech on the back of every seat. The innovation
comes in response to an increase in taxation on theatre tickets and aims
THINGS HAPPEN
2014 was the year the web spread its net to take in home accessories,
clothing, utensils and more. According ARTICLE BY ESTELLE HAKNER AND JON FORTGANG 46 issue 23 january 2015
YThıs Model
to Mintel, one in five UK adults
already uses wearable tech. Research by Samsung has found that 47 per cent of wearable tech-users feel
ear’s
We scan the horizon for the developments in
technology, strategy and user behaviour likely to impact on marketing in 2015
to encourage customers back with potentially low prices. At €.30 a
chuckle (with a €24 cap) it remains to be seen whether it’s the club, the
comics or the clientele who end up having the last laugh.
more intelligent, and that 61 per cent feel better informed. The appeal of being able to use a single, synced
device to manage all aspects of daily life is growing.
We may not all be able to match
Bill Gates’ famously hi-tech house in Washington State, which boasts mood-dependent lighting and an underwater soundsystem, but the
relative affordability of technology like Google’s Nest Thermostat means that personalised home systems are becoming a reality.
Apple, too, is developing its HomeKit which will enable users to control home accessories via iPhone or iPad. Belkin are currently producing the world’s first smartphone-controlled
slowcooker, The Crock-Pot. The Sleep Number c2 bed monitors breathing, heart rate and movement to help you get a better night’s kip. From a
marketing perspective, the internet- of-things is a mine of user data but brands will need to highlight the benefits, rather than the novelty
features, if they want mainstream adoption.
What’s next? Well, a group of tech lovers in Stockholm, Sweden, are currently experimenting with
implanting technology directly into the body. Inserted at fun-sounding ‘implant parties’, a subdermal device allows the user to open their door and unlock their smartphones. Work is also underway on smart tattoos which could enable users to make payments, operate devices and track changes in the body. Welcome to the biomechatronic future.
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