Benetton’s Store Mannequins Spy On Customers
Installed to capture data about shoppers, the EyeSee has a facial recognition camera in their eye socket to identify people's age, gender, and race.
Benetton and other fashion brands are introducing high-tech mannequins to spy on the shoppers in their stores. According to Bloomberg, data gathered by the EyeSee has led to high street retailers adjusting their window displays, store layouts, and promotions, in order to gain more customers and sales.
The $5,000 device, developed by Italian mannequin maker Almax, reveals details about shoppers such as age range, gender, race, and time spent in the store. A special camera is installed inside the mannequin’s head is connected to facial recognition software. This analyzes the features of people passing through the front and provides info useful to the development of targeted marketing strategies.
The software can also provide data such as the number of people passing in front of a window at certain times of the day, so retailers can see when there is a greater influx of customers and if some areas risk being overcrowded. The customer data is kept private and sensitive data isn’t recorded or transmitted. It allows them to find out whether a product has attracted the attention of shoppers, assess the effectiveness of window displays, and discover new target groups. Check out the video below for more info about the EyeSee mannequins:
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.