Paying for things by tweeting or... with your face?

As technology is advancing and consumers are expecting more instantaneous and personalised brand interactions, retailers and marketers alike have to think of innovative and engaging ways to cater for consumers’ expectations. Could paying with your face be the answer?

Although there's a lot of buzz in the industry surrounding privacy, safety and general consumer security, in 2013 PayPal introduced something into the retail environment that allows you to pay for things with your face! Just to be clear, consumers aren't paying with their face in the same way Brad Pitt or Kate Moss would, they’re ultimately sending a picture of themselves to the retailer so that they can be identified upon arrival. When combined with 'touch and pay' mobile technology we're not likely to need chip and pin for much longer.

However, is this kind of personalised transaction technology only going to benefit small retailers where a personalised and intimate experience is expected, or could this technology be used in hypermarkets without making consumers feel as if they were entering a George Orwell novel? For now it looks like an interesting concept but will consumers be comfortable sharing photos of themselves with complete strangers. Only time will tell.

Paying for things with your face may allow for a more personalised shopping experience however, you still have to exchange money for any product you buy and give strangers a picture of your face! This isn't the case with the Special K Tweet Shop. Although this pop-up ‘Special K Tweet Shop’ was set up for a brief period of time in 2012, the concept is amazing! Not only were consumers immersed in a brand experience, they’re providing the brand, Kellogg’s Special K, with amazing publicity, whilst being rewarded with tasty treats and it all happened simultaneously!

The Tweet Shop was lined with Special K's latest offering - crisps, a "try before you buy" snack area and a community noticeboard that showcased the social media reaction. Sarah Case, Special K's brand manager, said the decision to swap real money for "social currency" during the campaign was made because "the value of positive endorsements on social media sites is beyond compare". I couldn't agree more!