Face detection technology used by pet store

INFORMATION: Steve Fowler, MD of PamPurredPets, with the new Amscreen technology being used in its shops

INFORMATION: Steve Fowler, MD of PamPurredPets, with the new Amscreen technology being used in its shops

First published in News by

DORSET-based chain PamPurredPets is using pioneering face detection technology to gather demographic information about its customers.

Digital screens in its shops display advertising and information at the same time as recording information about the people who look at them.

Although the technology cannot recognise individual customers, it can judge the age and sex of the people who look at the screens, as well as recording the time they viewed the promotions on the screens.

The information can then be analysed to profile the kind of customers visiting at particular times, so advertising can be better targeted.

The technology is provided by Lord Sugar’s company Amscreen.

Managing director Steve Fowler, who founded PamPurredPets in 1981, said the response from customers had been positive.

“The digital screens allow us to display anything that is useful to shoppers including animal care advice and live information such as local traffic, weather, news and Twitter feeds,” he said.

Tesco announced last year that Amscreen was to install similar screens in its 450 petrol stations under a five-year deal.

The innovation was likened then to the film Minority Report – in which Tom Cruise walks through a shopping mall and is bombarded with holographic adverts addressing him by name.

But Charlotte Sturmey, marketing manager at PamPurredPets, stressed the software was collecting broad demographic information rather than personal data.

“It gives us an idea who’s in our stores and what time of day. It also means we can see what they’re looking at,” she said.

PamPurredPets recently announced plans to expand from 47 to 54 branches over two years after securing £250,000 from HSBC. Twenty-two of its outlets are in Dorset and Hampshire.

Comments (9)

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10:55am Thu 27 Feb 14

BoscVegas says...

beyond pet insurance and vets I can't really see anyone else who would want to market a product specifically at female pet owners aged 34-49.

Further, if it only advertises products that are in the shop there is no real point because a) they are in the shop buying anyway and b) surely this job could be done just as effectively by the staff recommending a product.
beyond pet insurance and vets I can't really see anyone else who would want to market a product specifically at female pet owners aged 34-49. Further, if it only advertises products that are in the shop there is no real point because a) they are in the shop buying anyway and b) surely this job could be done just as effectively by the staff recommending a product. BoscVegas
  • Score: 4

11:25am Thu 27 Feb 14

billy bumble says...

Whoa whoa

Step too far methinks

I am uneasy about this
Whoa whoa Step too far methinks I am uneasy about this billy bumble
  • Score: 9

12:59pm Thu 27 Feb 14

twynham says...

If it's anything like Alan Sugar's other Amstrad products it's probably just a bloke behind the screen with a camera!
If it's anything like Alan Sugar's other Amstrad products it's probably just a bloke behind the screen with a camera! twynham
  • Score: 7

2:49pm Thu 27 Feb 14

whataboutthat says...

That's goodbye to PamPurredPets from me.
(approx £20 per week spend) Adios.
That's goodbye to PamPurredPets from me. (approx £20 per week spend) Adios. whataboutthat
  • Score: 6

2:50pm Thu 27 Feb 14

Sir Beachy Head says...

"BoscVegas says...
beyond pet insurance and vets I can't really see anyone else who would want to market a product specifically at female pet owners aged 34-49.

--------------------
---

HRT patches, facial hair removal cream and horrible tights ?
"BoscVegas says... beyond pet insurance and vets I can't really see anyone else who would want to market a product specifically at female pet owners aged 34-49. -------------------- --- HRT patches, facial hair removal cream and horrible tights ? Sir Beachy Head
  • Score: 1

2:52pm Thu 27 Feb 14

pete woodley says...

A intrusion on the public.
A intrusion on the public. pete woodley
  • Score: 4

6:14pm Thu 27 Feb 14

live-and-let-live says...

billy bumble wrote:
Whoa whoa

Step too far methinks

I am uneasy about this
definitely going too far. it will spread. before much longer our every step will be noted and recorded.for whatever reason.
[quote][p][bold]billy bumble[/bold] wrote: Whoa whoa Step too far methinks I am uneasy about this[/p][/quote]definitely going too far. it will spread. before much longer our every step will be noted and recorded.for whatever reason. live-and-let-live
  • Score: 2

7:55pm Thu 27 Feb 14

Bob49 says...

I thought th












To better traget the adverts

hmmm

just as teqard cards are to give the numpties some pennies back off their shopping rather than to build up a profile of when they shop and what they buy

Big Brother mistakenly thought you would to need to terrorise it's populace with fear - rather than offer some minimal rewards instead.

Never underestimate the stupidity of folk - or the ability of business to exploit that stupidity






To target
I thought th To better traget the adverts hmmm just as teqard cards are to give the numpties some pennies back off their shopping rather than to build up a profile of when they shop and what they buy Big Brother mistakenly thought you would to need to terrorise it's populace with fear - rather than offer some minimal rewards instead. Never underestimate the stupidity of folk - or the ability of business to exploit that stupidity To target Bob49
  • Score: 0

10:01pm Thu 27 Feb 14

we-shall-see says...

whataboutthat wrote:
That's goodbye to PamPurredPets from me.
(approx £20 per week spend) Adios.
Why so paranoid? I don't like the idea either - which is why I just won't be looking at any of the advertising screens. I seldom browse anyway - just go in, get what I need and go ..... ;o)
[quote][p][bold]whataboutthat[/bold] wrote: That's goodbye to PamPurredPets from me. (approx £20 per week spend) Adios.[/p][/quote]Why so paranoid? I don't like the idea either - which is why I just won't be looking at any of the advertising screens. I seldom browse anyway - just go in, get what I need and go ..... ;o) we-shall-see
  • Score: 2

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