The revolutionary potential of biometric shopping could mean even more opportunities for targeted marketing, a firm has said.

According to Pay By Touch, which makes the SmartShop system, shoppers can gain customised offers and personalised product information before they enter stores.

“Biometric and personalised marketing technologies will fundamentally change the way the world shops,” said John Rogers, founder and chairman of Pay By Touch.

He said that his company’s system “offers unparalleled targeting based on shoppers’ known preferences and established buying habits in that particular store”.

“There is simply no better way for merchants and manufacturers to reach their targets,” he added, praising biometric systems.

With 70 per cent of shopping decisions said to be made in the store, Mr Rogers states that by consumers scanning themselves as they enter, they can be given personalised offers.

The system has already been tested in US stores and one owner said that it is “driving a significant increase in revenue in a time of new market competition”.

“It has given us the tools to compete more effectively and not only retain customer loyalty, but attract new customers,” added Gary Hawkins, proprietor of Green Hills Market.ADNFCR-8000151-ID-18031256-ADNFCR

Related Topics: General Marketing