Research Full Article

UDC 336:339

Annotation. The article discusses the possibilities of using biometrics in retail. The world’s largest shopping malls receive from 10 to 100 million or more visitors per year, and these consumer challenges require management companies to move from intuitive management to management based on strategic, tactical and operational components based on a deep analysis of visitor characteristics. In this context, we will consider biometric technologies, which are automated methods of personality recognition based on unique physiological or behavioral characteristics, experiencing a period of unprecedented growth and transformation. An analysis of the global volume of the biometric technology market is projected to reach more than 322 billion US dollars by 2035. The article discusses: areas of possible retail applications, the main biometric technologies used in retail, the relationship of biometrics with business processes and solutions in retail, legal and ethical aspects of the use of biometrics in retail, possible risks of biometrics in retail and ways to reduce them. The main directions and indicators that determine the increase in retail efficiency from the use of biometric technologies are studied: personalization of offers, improvement of customer service quality, implementation of loyalty programs, optimization of the product range, development of online sales and a multi-channel strategy, collection and analysis of customer feedback.

Keywords: biometric technologies, biometrics market, retail market, areas of application of biometrics in retail, performance indicators

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