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

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

Inditex has incorporated into its Zara store in Frankfurt and Massimo Dutti's in Moscow a digital signage system developed by Altabox that allows you to broadcast the right advertising content to the target audience at the right time. The project, carried out in collaboration with the technological firm APG and the company Trisón, of the Inditex group, has allowed them not only to integrate audience measurement through a real-time facial recognition system but also to remotely update content., as published by the newspaper La Nueva España.

The system includes a series of screens where different products of the store are presented. These devices incorporate two special cameras that cover an angle of 150 degrees and detect the person when they direct their gaze towards the screen. Using a mathematical model, the system is able to detect the age range of the person, your gender and the contents you have seen. In this way “you can put videos suitable for each of them. For us, it's not just about integrating audience measurement., but to guarantee the success of advertising campaigns”, explained Israel García, responsible for Altabox.

In addition to detecting the physiognomy of the face, the system provides statistics on the profile of consumers of these contents. “When it detects that it is a woman of a young age group, certain advertising spots adapted to the preferences of that population group can be issued.”, commented Nacho Escudero, Marketing Manager at Altabox. Cameras do not record, only identify the physiognomy of the person to specify their sex and age range.

For the company, this new development allows to guarantee the success of advertising campaigns, with metrics that serve as a reference for subsequent campaigns. “Our margin of error stands at one percent; at the beginning it was from the 30 percent”, Israel García has indicated about the facial recognition system, at the same time that it has advanced that this same technology will be extended soon to the trends of the clients in the testers.

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