Shoppers Mall using cameras to gather information on patrons
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Hey there, time traveller!
This article was published 21/08/2018 (2747 days ago), so information in it may no longer be current.
The newly placed cameras above the directories board at Shoppers Mall in Brandon are collecting information about people without their knowledge.
“The board attempts to anonymously interpret age and gender in aggregate,” said Candace McKenzie, marketing director for Shoppers Mall, adding that no images or videos are captured or stored.
The CBC recently reported that Cadillac Fairview was using facial recognition software in malls across Canada to profile shoppers without notification or consent.
Rather than capture videos, the system at Shoppers Mall — which is operated by Morguard — gathers video analytics, which McKenzie said gather more general data about the people they capture.
Those who were at the mall on Monday had mixed feelings about the cameras.
“I think they should have a sign on there warning people that you’re now being watched for who you are. I think they should provide some kind of a warning that you’re on camera,” shopper Aldin Foy said, adding that he questions whether the information gathered is accurate.
“How can you tell if somebody is not gender-specific, if they’re a female who was once a male, or a male who was once a female?” he asked.
The data will help the mall identify visitor trends so that it can potentially offer new retailers to better suit the community, McKenzie said.
Shopper Angela Johnston said she didn’t have a problem with the cameras.
“There’s more cameras than we know around, so it doesn’t really bother me,” Johnston said, adding that the information gathered might help management improve the mall.
She said that with more data, Shoppers Mall might be able to better cater stores to meet the needs of those who shop there.
McKenzie limited her correspondence with The Brandon Sun on this matter to emailed comments.
“We would prefer to respond by email rather than verbal means if possible,” McKenzie said in email correspondence with a party that works closely with Morguard on its network.
» mverge@brandonsun.com
» Twitter: @Melverge5