4 Canadian Retailers Already Using Face Recognition in Stores

By Kayla Matthews

The use of facial recognition in retail may seem like a futuristic option for the Canadian market, but it's not a far-fetched one. Here are four retailers using facial recognition software in their stores. 

1. FoodyMart

FoodyMart is a Chinese grocery store chain based in Toronto with eight locations in Canada so far. News broke last fall that the retailer intends to invest in facial recognition technology from SnapPay, a Canadian company specializing in face recognition solutions. 

Paying with this method involves a consumer submitting a 3D scan of their face and linking it to a payment profile. Then, when they get to the checkout, paying for goods is as straightforward as looking into a device that checks to see if the individual's details match what's in the file. 

Buying groceries and other goods this way is a widespread practice in Chinese retail stores. Many consumers there like the convenience of paying for things without bringing a wallet. They also appreciate that the transaction time is generally speedier than conventional methods. It's too early to say for sure whether Canadian consumers will show similar enthusiasm. 

2. Saks Fifth Avenue

Although Saks Fifth Avenue is a U.S. chain of department stores, it has a face recognition link to Canada. More specifically, the brand's flagship Canadian store at Toronto's Eaton Centre uses the technology to apprehend shoplifters.

The facial recognition software takes a picture of a shopper, then cross-references the image with a database containing snapshots of known criminals. In some places, staff members working at retailers that sell alcohol keep a running gallery of people who tried to get drinks despite being underage. They typically rely on printouts taped to a wall, however.

This application of face recognition software could help high-end retailers like Saks Fifth Avenue keep track of offending shoppers in a similar but more advanced way. Some Saks Fifth Avenue stores in the U.S. that use facial recognition reportedly let alleged shoplifters consent to having their photographs taken instead of getting arrested. However, it's not known if the Toronto store depends on the same approach. 

3. CF Chinook Centre

CF Chinook Centre is a shopping facility in Calgary populated by numerous retailers rather than a single brand. It's also using facial recognition. That fact came to light when an employee left a browser window open that displayed a facial recognition software interface on a public-facing mall directory screen. Cadillac Fairview, the mall's parent company, confirms it uses such a tool at Chinook Centre, as well as other malls in Canada.

The representative clarified that it uses the technology to count people, plus identify the gender and approximate age of those who interact with the mall directories. The company does not store or capture photos of the visitors who approach the maps, however. 

Facial recognition also extends beyond retail. For example, statistics indicate that more than 200,000 events around the globe use the technology annually. It facilitates faster badge printing for attendees, plus enables organizers to monitor the number of individuals who checked in versus the number due to arrive. As more companies begin to offer or expand facial recognition technology, other industries in Canada and beyond may consider it. 

4. Canadian Tire

Department store brand Canadian Tire is another organization using facial recognition for retail. A representative provided a statement to CTV News and confirmed that about 15% of stores nationally have the technology installed to assist with theft deterrence. 

However, each Canadian Tire location has an independent operator. It's up to that person to decide whether or not they use facial recognition. If they do, the premises include signs that inform people of the monitoring technique. 

Installing cameras at retail locations of any sort is nothing new, of course. Nearly anyone who has ever bought something in a store likely recalls the dark domes on the ceiling that record happenings. The main difference now is that where a human loss prevention officer solely monitored the camera feeds, they may now have the extra support of facial recognition software to help them spot problems. 

Face Recognition Technology in Retail Is an Emerging Option

The number of brands using facial recognition in retail throughout Canada is small for now. However, depending on the outcomes for the early adopters mentioned here, more retailers may follow suit and investigate how the technology could meet needs.

If that happens, shoppers may do familiar things, like redeem loyalty card points or validate special offers, by using their faces, too. 

Kayla Matthews is a researcher, writer and blogger covering topics related to technology, smart gadgets, the future of work and personal productivity. She is the owner and editor of ProductivityTheory.com and ProductivityBytes.com. Previously, Kayla was a senior writer at MakeUseOf and contributing freelancer to Digital Trends. Kayla's work on smart homes and consumer tech has also been featured on Houzz, Dwell, Inman and Curbed. Additionally, her work has appeared on Quartz, PRNewswire, The Week, The Next Web, Lifehacker, Mashable, The Daily Dot, WIRED and others.