BIOMETRICS IN RETAIL

Ben McDaniel

Paul Acken

Wesley McAhren

•Companies are not implementing biometric application in retail space for customer interface due to various issues.

PROBLEM

• Usability

• Habituation

• Frequency

• Implementation

• Customer Privacy

• Reliance

POSSIBLE ISSUES

SIGNIFICANCE

• 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.

•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.

SIGNIFICANCE

•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

METHODOLOGY

FLOW CHART

PROCESS FLOW• The process:

• 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

• 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

THE PLAN

• U.S. Grocer to Implement Biometrics

• 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• 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• 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.

LITERATURE REVIEW

• 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

APP BASED ORDERING

•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

BIOMETRIC BASED MARKETING

• 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

THIRD PARTY RELIANCE

• 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

PAYMENT SYSTEMS

DR. ELLIOTT1. Can we get your thoughts on Dougs interview

2. 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