Though most are loath to admit it, retailers already make extensive, behind-the-scenes use of biometrics to track employees, nab shoplifters and improve store security. An October 2018 New York Magazine article titled, "Smile! Peter Trepp, CEO of facial recognition software company FaceFirst, told McClatchy in May 2018 that his company can "match a face against the database of 25 million people in just under a second," and the firm's website counts hundreds of big-box stores, superstores, department stores, grocery stores, pharmacies and Fortune 500s among its clients. A similar article, published by BuzzFeed News in August 2018, titled, "Thousands of Stores Will Soon Use Facial Recognition, and They Won't Need Your Consent," similarly revealed the technology's pervasiveness and delved deeper into its privacy implications. In our latest report, "Biometric Marketing 2019," we found that despite these concerns, retailers are exploring biometric technology, including behavioral tracking and facial and voice recognition, for advertising and promotional targeting.