Inditex stores in Frankfurt and Moscow adopt audience measurement by facial recognition

Altabox, company specialized in energizing the point of sale and digital media through the development of digital signage systems, has provided an audience measurement system using real-time facial recognition to the Zara store in Frankfurt (Germany) and to that of Massimo Dutti in Moscow (Russia), belonging to the Inditex Group.

Inditex has incorporated a digital signage system developed by Altabox that allows you to broadcast the appropriate advertising content to the target audience at the right time. The project, carried out in collaboration with the technology firm APG and the company Trisón, of the Inditex group, has allowed them not only to integrate audience measurement through a facial recognition system in real time but also to enable remote content updating., according to the newspaper La Nueva España.

The system includes a series of screens where different products from the store are presented. These devices incorporate two special cameras that cover an angle of 150 degrees and detect the person when they look at the screen. Through a mathematical model, The system is capable of detecting the age range of the person, your gender and the content you have seen. In this way “You can put appropriate videos for each of them. For us it is not just about integrating audience measurement, but to guarantee the success of advertising campaigns”, Israel García explained, Altabox manager.

In addition to detecting the physiognomy of the face, The system provides statistics about the profile of the consumers of that content.. “When it detects that it is a woman of a young age group, certain advertising spots can be broadcast adapted to the preferences of that population group.”, Nacho Escudero commented, Altabox marketing manager. The cameras do not record, They only identify the person's physiognomy to specify their sex and age range..

For the company, This new development makes it possible to guarantee the success of advertising campaigns, with metrics that serve as a reference for subsequent campaigns. “Our margin of error is one percent; at the beginning it was from 30 percent”, Israel García has indicated about the facial recognition system, while announcing that this same technology will soon be extended to customer trends in fitting rooms..