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Facial Recognition Technology in Trade Shows

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How Facial Recognition Technology Can Improve Visitor Experience at Trade Fairs and Conferences

Facial Recognition (FR) is an emerging biometric technology that has already found application ranging from mobile phones to airport security. However, FR has far reaching potential to positively impact how various industries such as healthcare, retail, banking, hospitality, etc. engage their customers and provide more customer-centric services.

Let us take a look at the benefits of using FR for improving the organizing of trade shows, conferences and seminars. By their very nature these events attract large audiences and in a country like India, it is not unusual to see a daily average footfall running into several tens of thousands. In such situations, it becomes a logistical nightmare to ensure smooth access to and movement within the venue.

Given that security at such events needs to be tightened by physical verification of visitors, serpentine queues, bottlenecks at the entrance and confusion are a natural consequence, leading to delays, frustration and fatigue. This is where FR technology can come in very handy. Let us see how:

CHECK-IN PROCESS

The check in process can be greatly speeded up by deploying FR technology at the entrance to event venues. The advanced biometric software scans the faces of visitors and matches them against a database and a specific registration number. It might appear that the FR technology might take a long time in scanning through thousands of photos before finding the right match, but in reality this process takes place in microseconds.

Once the identity is established, a superfast printer prints the entry pass with the details of the visitor. It is estimated from case studies from actual events that an FR-enabled process is more than 2X as fast as traditional check in process and even as much as 10X in certain cases.

ADDITIONAL SERVICES PROVIDED BY FR TECHNOLOGY AT EVENTS

  1. Session Tracking
    At conferences and seminars with multiples events taking place simultaneously, FR technology allows the organizers to collect data on how many visitors attend a particular event. This allows them to gauge the interest of various visitors for these events and better plan future events.

  2. Value-added Services
    At exclusive corporate events, FR technology allows the organizers to customize the experience of visitors according to the data available. For example, special delegates can be greeted personally and guided to their seats or towards a refreshments zone or the seminar literature can be customized according the participant’s requirements.

    At trade fairs, payments for purchases can be facilitated through Facial Recognition.

  3. Scheduling Meetings & Networking
    During trade fairs, a lot of business networking and meetings takes place, which requires both parties to exchange physical information about each other. FR technology can go a long way in reducing time and effort by making such information available seamlessly beforehand, so that the participants can devote the precious time to discussing business.

  4. Security
    Security is of course one of the biggest concerns at any event involving large gatherings. FR technology can help security personnel to ensure that peace and decorum is maintained within the venue as well as prevent the unauthorized entry of troublemakers.

  5. Audience Engagement
    FR technology can analyze the moods and emotions of visitors and use the data to customize advertisements and product descriptions that will be useful to them. This can take place in real-time and allows the organizers to display special deals and discounts in the vicinity of the visitors.

ADVANTAGES OF FR TECHNOLOGY

Now that we have seen some of the applications of FR, let’s take a look at the main advantages of the technology:

  1. Faster check-in process – FR significantly speeds up the admission process, thereby reducing bottlenecks and ensuring a stress-free entry procedure
  2. Completely secure and contactless – Data generated by the visitors is securely stored on a Cloud and after the event is completely destroyed.
  3. Intuitive/Easy to use – The FR system is very simple and does not provide any difficulties to users. The process is easy for anyone to follow without being intimidated by the technology.
  4. Eco-friendly – The technology involves very little printed documentation and is therefore highly environment-friendly
  5. Access control – FR offers the organizers the advantage of allowing only verified people to enter the premises. Unauthorized access can be completely avoided.
  6. Personalization – FR allows the organizers to customize the experience for their visitors based on the data collected about preferences.
  7. Cool tech factor – The image of the event goes up in the eyes of the visitors when they are treated to a cutting-edge tech experience.

CONCLUSION

Facial recognition technology has the potential to transform the experience of visitors at high footfall events. When it is used in conjunction with other emerging technologies such as AI, Big Data and Cloud Computing, it can result in customer delight and highly improved efficiency. Of course, the technology is incomplete without the co-operation of those it seeks to benefit, but with ever-improving functionality and better security and privacy features it won’t be long before it finds widespread acceptance.

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