Supermarket chain Midcounties Co-operative is extending trials of pay-by-touch fingerprint scanning after a pilot at three retail outlets in Oxford proved a hit with customers.
The retailer has conducted a survey of 1,000 customers who expressed increasing support for the biometric technology.
More than 50 per cent of those questioned are using the system and 75 per cent would like other shops to implement similar technology.
Some 85 per cent said the technology is more convenient than chip-and-PIN and 75 per cent felt it is more secure.
Ovum analyst Graham Titterington says acceptance of biometrics is rising, and the use of fingerprint scanning to pay for products is unlikely to meet with the same level of opposition as biometrics in the government’s ID card scheme, for example.
‘The issue surrounding ID cards is not the fingerprint itself but rather what will it achieve, what will it cost and what long-term records will be retained,’ said Titterington. ‘But a fingerprint alone is no more personal than a photograph.’
He believes that users are only likely to oppose sensitive information such as health or relationship status.
Bill Laird, who was chief operating officer at Midcounties when the trial was launched, but who has since left, believes pay-by-touch offers better security than chip-and-PIN. He adds that during the 14-week trial there were no false reads.
‘Fingerprint scanning offers enhanced security and helps with checking ages when selling age-related items such as alcohol,’ he told Computing.
Laird says Midcounties is looking at establishing incentives for customers to join the scheme and is extending it to self-service checkouts offering credit and debit card payment – direct debit is currently the only option.
But the biggest question mark is take-up by other retailers.
‘Pay-by-touch will not work if just one organisation uses it as customers can leave their purse behind to shop at our store, but have to get it out again at another high-street store,’ said Laird.
Titterington agrees, and says the technology will not take off unless other retailers implement it and systems are compatible.
‘If every store had its own system and required its own memorable number, then it would be dead in the water,’ he said.
But there is little enthusiasm among other major retailers.
Marks & Spencer, Asda and Sainsbury’s all told Computing they have no plans to examine pay-by-touch technology.
A Tesco spokeswoman says the company is aware of the technology, but is not looking into it yet. And a spokeswoman for Somerfield says the technology is too advanced at this stage.
But Laird believes the technology has great potential.fingerprint
‘There is definitely increased consumer acceptance of biometrics. I believe it is a quiet revolution and the technology will eventually become commonplace in the market,’ he said.
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