By: Jesse Davis West April 04, 2019

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FaceFirst CEO Peter Trepp was recently interviewed by The D&D Daily’s publisher and editor Gus Downing at the NRF Big Show in New York. During the interview, they discussed a variety of subjects including how face recognition works with other loss prevention technologies, how face recognition is transforming retail beyond security, consumer privacy and the shifting public sentiment around face recognition. Here are five key takeaways from the interview.

Face Recognition is Becoming Mainstream

With a billion smartphones shipped that use face recognition for data protection, it’s safe to say that facial recognition has gone mainstream. Peter revealed that facial recognition will soon be impacting our lives in additional ways, “Our house keys are going away and our car keys are going away in favor of face recognition.”

Face Recognition Works Well with Other Retail Security Technologies

Peter discussed how facial recognition works well with lots of other loss prevention technologies including EAS and RFID. Video Management Software works especially well with facial recognition. “[By using a face recognition and VMS] a retailer can see, on a single pane of glass, all this information about an alert, a match, analytics and all the things that let them know they’re looking at the right person.”

Privacy Should Be Built Into Facial Recognition Software

Facial recognition vendors have a responsibility to build privacy-focused features into their solutions. This belief is what inspires the FaceFirst “privacy by design” methodology. ” According to Peter Trepp, “We build [privacy] into every aspect of what we do, from writing code, to training customers to deploying it.”

Face Recognition Goes Beyond Retail Security

According to Peter Trepp, “Retailers have a really big problem: a customer walks in their store and they don’t know that customer is in the store.” But facial recognition is helping to solve this problem. At the Big Show we unveiled our Customer-IQ solution, which helps retailers personalize messaging to their best customers. As Peter said in the interview, “In an opt-in environment, we can recognize our customers and engage them in a way they want to be engaged, with more custom tailored offers to them.”

There’s a Continuing Need for Education

Public sentiment is shifting in favor of using facial recognition technology to keep retail stores safe. However, to ensure that retailers are protecting consumer privacy, it’s important for retailers to be educated about face recognition best practices. Peter recently released a book, The New Rules of Consumer Privacy, which is designed to “start a conversation that lends perspective to matters of privacy.” FaceFirst also plans to help offer a certification process around face recognition best practices that protect privacy.