--- title: "Using Facial Recognition in Retail - Ventas de Seguridad" description: "Preventing fraud and increasing the security of establishments is one of the biggest concerns of retail." url: "https://www.ventasdeseguridad.com/en/news/latest-news/431-enterprises/20470-using-facial-recognition-in-retail.html" date: "2026-07-23T12:50:05+00:00" language: "en-GB" --- # [ Using Facial Recognition in Retail](https://www.ventasdeseguridad.com/en/news/latest-news/431-enterprises/20470-using-facial-recognition-in-retail.html "Using Facial Recognition in Retail") Details 15 June 2021 *![reconocimiento facial](https://www.ventasdeseguridad.com/images/stories/VDS/2021/Usodelreconocimientofacialenelcomerciominorista.jpg)Latin America.* Preventing fraud and increasing the security of establishments is one of the biggest concerns of retail. According to studies by ABRAS, GPP, Provar-FIA and Nielsen with data collected in 2020, around 19.5% of losses in the retail market come from external thefts and 15% from internal thefts. But since the beginning of the Covid-19 pandemic, retailers have had one more challenge: following all safety protocols, adopting social distancing measures, and making their customers aware of mask wearing. With the gradual reopening of commercial establishments in the face of a new scenario for the segment, maintaining security and slowing the spread of the virus is even more necessary for the resumption of the sector. SAFR® (Secure Accurate Facial Recognition), an accurate facial recognition software based on machine learning, becomes one of the main allies to expand forces to combat the virus. According to Global Market Insights, by 2024, retail market investments in Artificial Intelligence will exceed US$8 billion, which should be applied in more safety for the consumer who is looking for ways to prevent himself, while still going to stores and establishments. According to a survey by Opinion Box, in its 5th edition 2020, 54% of consumers interviewed indicated that they are looking for establishments that offer preventive care against covid-19 and 52% value those that offer more hygiene options for their customers. Understanding these needs based on their buying behavior generates an 85% higher percentage of sales than the competition, according to Global Market Insights. SAFR® algorithms provide tools that allow you to practice safe retail, monitor customer interaction with points of sale, generate heat maps, identify high-density points of people, which broker of the establishment is receiving the highest flow of customers and in which area they spend most of the time. In addition, it is possible to maintain contactless access control and have a better understanding of people's movements in enclosed spaces. For places where mask wearing is mandatory, for example, SAFR® can indicate that a person is without a mask and the safety equipment that is operating can act quickly for the customer to put on the PPE, since its facial recognition accuracy in the real world and, for this pandemic context, reaches 98.85% for faces with masks. - Publicidad - SAFR® also offers a system architecture capable of combining several computers to work together, allowing the crossing of data from the public that frequents shopping centers, shops, malls etc., raising the standard of analysis and monitoring of the environments in which it operates. This type of consumer behavior research, in a completely anonymized way, that is, without the need for personal or private data, provides insights to change the architecture of the store, internal traffic, greater permanence within the company, in addition to a more complete experience with brands and products. ![Duván Chaverra Agudelo](https://www.ventasdeseguridad.com/images/stories/VDS/Editorialonline.jpg) Duván Chaverra AgudeloEmail: dchaverra@latinpressinc.com Editor Jefe Jefe Editorial en Latin Press, Inc,. Comunicador Social y Periodista con experiencia de más de 13 años en medios de comunicación. 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