Biometrics to bring relationship centerstage

“Mass marketing is evolving into one-to-one relationship marketing, where brands seek ways to isolate their most valuable customers”, says John Costello, president of consumer and retail at Pay By Touch, a privately held biometric payment company in San Francisco.

biometric2According to Costello, his company’s 3 million members eventually could, with a touch of a finger at a kiosk in a grocery store, receive offers tailored specifically to their needs and shopping history.

Although promising, the field of biometric technology and the prospects of Pay By Touch have many hurdles to overcome before mainstream adoption including a battle with privacy advocates predicts a recent report in Advertising Age.


Costello has earlier held high-level marketing positions at Yahoo, Sears Roebuck & Co. and, most recently, Home Depot


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