The search for greater security is a social and economic reality that affects many sectors, including retail. In this context, Facial ID or facial recognition models are advancing in the market as an alternative that brings more security and control to businesses.

To give an idea of this scenario, over the next five years the global facial recognition market is expected to surpass USD 15 billion, growing at an average annual rate of nearly 15%.

In retail, the use of Facial ID is growing precisely as a direct response to the increase in fraud, theft, and the demand for safer, more connected, and more efficient operations.

And when combined with anti-theft systems, antennas, and intelligent triggers, Facial ID strengthens a protected environment for customers and employees; without harming the shopping journey and experience.

What is Facial ID and how it works in the retail context

Facial ID is a facial recognition technology that identifies people through biometric characteristics, using advanced algorithms to compare and validate faces.

Basically, we are talking about a technology that uses computer vision, that is, a type of artificial intelligence to identify or verify a person’s identity based on unique facial features.

Facial recognition can be used in several applications, from security and access control to service personalization and fraud prevention

In retail, it is mainly applied to reinforce security, automate surveillance processes, and increase operational control with the support of intelligent systems.

Facial recognition technology can also be applied to gain a better understanding of the audience that visits the store.

It is important to remember that Facial ID is a technology that does not harm the shopping experience for consumers; on the contrary, it can be an excellent tool for initiatives aimed at improving the shopping experience.

With Video Analytics Intelligence, for example, it is possible to obtain statistics with demographic data (age and gender), in addition to information about the customer journey inside the store.

Furthermore, the data collected by the system makes it possible to generate reports, indicators, and analyses, creating a new level of intelligence for strategic decision-making and loss prevention.‍

Why is facial recognition a trend in store security?

Retail has been seeking smarter ways to protect its assets, and facial recognition emerges as an efficient, automated alternative connected to the sector’s digital transformation.

As we know, losses are a critical challenge for retail, and facial recognition appears as a strategic tool capable of integrating with monitoring systems, alarms, and retail management tools, offering broad coverage and remote operation with leaner teams.

Benefits of using Facial ID in retail

The adoption of Facial ID in retail goes beyond surveillance. It transforms security into a strategic pillar. Below are the main benefits of this technology:

Reduction of repeat shoplifters and organized theft groups

Through a facial recognition system, which can be installed at store entrances and exits, it is possible to reduce repeat theft and organized shoplifting groups, increasing the protection of products, customers, and employees.

This happens because the process involves creating a database of the retail chain itself, based on previous theft events, in compliance with the LGPD (Brazilian General Data Protection Law). Thus, when a previously registered individual returns to the store, they can be monitored remotely as part of preventive actions.

With this, retail strengthens surveillance without compromising customer service. The environment remains welcoming, but protected by an innovative security system.

Preventive action without inappropriate approaches

With Facial ID, retailers monitor theft recurrence, can identify repeat offenders, and become capable of identifying operational vulnerabilities with the support of visual records.

This makes the process safer, as it allows for preventive, remote, and non-invasive action with greater accuracy, enabling planned and efficient approaches only in cases supported by image evidence.

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Privacy, LGPD, and ethics in the use of facial recognition

The expansion of Facial ID in retail raises important debates about privacy, transparency, and regulation.

The technology must be used responsibly, aligned with current legislation and consumer expectations, which demand clarity about how their data is being handled.

See how this applies to retail.

How to ensure legal compliance and consumer trust

The LGPD establishes specific guidelines for the collection, storage, and processing of personal data. For the use of this technology to be compliant with the LGPD, companies must clearly disclose the use of cameras and facial recognition in their facilities.

In addition, it is essential for retailers to implement robust security measures to protect the collected data.

That said, the LGPD provides legal support for the use of data collected by facial recognition technologies, as long as it is aimed at “ensuring fraud prevention and the security of the data subject in identification and authentication processes in electronic systems,” according to Law No. 13,709.

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Facial ID in Inwave’s anti-theft antennas: how it works in practice

Facial recognition technology can be applied to different camera models, positioned in various areas of the store. An exclusive Inwave solution is Facial ID + EAS, that is, a facial recognition camera integrated into the anti-theft antenna.

In this way, it is possible to capture images at store entrances and exits, facilitating the identification of suspicious behavior and providing ideal angles that make it harder for shoplifters to block the cameras.

Moreover, this is a discreet technology that does not interfere with the customer experience, provides data for security management, and facilitates preventive security actions.

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Conclusion: the future of retail security and Facial ID

As we have seen, facial recognition technology, or Facial ID, transforms surveillance into a strategic tool, operating with precision, discretion, and intelligence. It connects data, anticipates risks, and optimizes resources without impacting the shopping experience.

For retailers looking to raise their security standards, Facial ID is another step toward more protected stores for customers and employees.