Kroger tracks customers closely thanks to smart cameras
Would you accept being filmed during shopping ? Since summer 2019, Kroger is testing smart cameras. Installed in the shelves, they track age, gender and mood. Thanks to the data collected, real-time advertisings are displayed on screens in the sections. According to the brand, data is not saved and is used only for advertising purposes. For the moment, these cameras can be find in 2 stores only, in Cincinnati and Seattle. Moreover some consumer associations rise up. These cameras can be intrusive.
THE PRO AND CONS
But is it so intrusive, compared to bilions of gigas of personnal data owned by Google, Amazon or Facebook ? GAFA have much more personnal data, which are indeed saved. The possession of these information implies insistent advertising. If you are on a diet and craving for this dessert, the smart cameras can spot it and display ads all along your way in the supermarket. But it can also be positive if you get some discounts on your favorite items !
WHAT’S NEXT ?
Some experts claim that these cameras could become unfairly biased. For instance prices could raise according to the type of person or to mood. You are in a hurry and have your crying baby with you ? Nappies now cost 2 dollars more ! These allegations are hypothetical for now. Nevertheless, it it already true on the Internet : flight rate often increases if you visit the website several times…
Do brick and mortar stores should have the same rights than e-commerce ?
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