Asda has become the first retailer to trial automated age verification software in its store.
In partnership with digital identification software company, Yoti, the Big 4 grocer is launching the new trial in its Pudsey and Stevenage stores from this week.
The software will allow customers to use privacy-preserving age estimation technology when purchasing Think25 items, which includes alcohol, by using a camera in the self-checkout screen to accurately estimate a customer’s age.
The trial is expected to run until the end of May and will only be used for the purchase of alcohol products.
If the system detects a customer’s appearance as younger than 25, they can prove their age through the Yoti and Post Office EasyID apps.
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The initiative is part of a Home Office test to trial technologies that can help with age verification in the sale of alcohol.
Additionally, customers who do not want to use the digital system can show their ID to an Asda colleague.
“We know how time-pressed some of our customers are, so we always want to make things quicker and easier for them when they shop with us,” Asda senior director of retail innovation Geri Hebberd said.
“We are excited to be the first retailer in the UK to test this new technology and are looking forward to seeing what our customers think of the trial.
“The use of this software will enable colleagues to focus on serving customers and make sure they have an excellent experience whilst in store.”
The supermarket is also launching more trial technologies including its sensor technology to detect in-store customer numbers and its Scan and Go app to pay for products through mobile devices.