Customers caught on cameras: Minority Report-style eyeball scanners to identify shoppers in UK
Almost as in the Tom Cruise sci-fi blockbuster, Minority Report,
where eyeball scanners were used to identify people, the
OptimEyes screens are fitted with a camera that scans queuing
customers. After the device detects their age and sex, it chooses
which ads to play in 100-second loops.
For instance, energy drinks could be promoted to young customers
in morning 10-second ad spots, or beauty items, should the
cameras spot some ladies waiting to pay.
Chief executive of Amscreen, which developed the hi-tech
technology, says secret cameras won't intrude into people's
"The OptimEyes does not store images or recognize people, but
just works out gender and sorts customers into one of three age
brackets," Simon Sugar told The Grocer.
"Yes, it's like something out of Minority Report but this
could change the face of British retail and our plans are to
expand the screens into as many supermarkets as possible," he
It's hoped that OptimEyes could reach a weekly audience of five
"The ability to tailor content based on time and location
means this can be extremely useful and timely for interacting
with our customers," category director for Tesco petrol
stations, Peter Cattell, told the industry magazine.
Although it yet remains to be seen how effective the
ground-breaking technology proves to be, Amscreen already has
plans to expand the screens into as many supermarkets as
possible, and probably not just around the UK.