Finger on the Loyalty Pulse: Grocer Uses Fingerprint ID

Syracuse, NY-based grocery store Green Hills is nearly ready to roll out the Pay By Touch biometric fingerprint ID system for payments and identification to its 30,000 loyalty program participants.

"We're still working through some technical issues, but we will have in place by first quarter of 2006," said John Mahar, director of operations for Green Hills.

To use the fingerprint ID system, called SmartShop, a customer enrolls his or her checking account, credit or debit card information to facilitate payment at checkout. A store employee also takes a digital print of the customer's fingerprint. Come checkout, the loyalty member simply scans a fingertip at a touchscreen kiosk or terminal, and selects which account to use for payment.

"We have had very positive response in testing," Mahar said. "There are no cards involved, and it helps us really close in on one-to-one marketing." In addition to payments, the fingerprint program is incorporated into coupon kiosks throughout the store, and other loyalty rewards offers.