In Brief

Facial recognition rewards happy customers at the Chinese retailer's new brick-and-mortar concept

Chinese e-commerce company Alibaba Group has already been experimenting with biometrics at its cashier-free retail store Tao Cafe, using facial and voice recognition to track purchases. Now the company has expanded its initial vision with a new concept at its Futuremart store, located at Alibaba headquarters: a happiness meter to reward customers for positive attitudes. According to Branding in Asia, shoppers who smile while they are in the store receive exclusive discounts on their purchases.

The biometric technology identifies customers when they walk into the store. They can also be identified with certain apps, such as Tmall or Alipay, which will then be scanned for a code. Shoppers can pick up items, unlock a discount at the “Happy Go” smile meter and leave once they are finished without ever visiting a cashier.

Alibaba

Chinese e-commerce company Alibaba Group has already been experimenting with biometrics at its cashier-free retail store Tao Cafe, using facial and voice recognition to track purchases. Now the company has expanded its initial vision with a new concept at its Futuremart store, located at Alibaba headquarters: a happiness meter to reward customers for positive attitudes. According to Branding in Asia, shoppers who smile while they are in the store receive exclusive discounts on their purchases.

The biometric technology identifies customers when they walk into the store. They can also be identified with certain apps, such as Tmall or Alipay, which will then be scanned for a code. Shoppers can pick up items, unlock a discount at the “Happy Go” smile meter and leave once they are finished without ever visiting a cashier.