Retailer Keeps Loss Prevention Low and Customer Satisfaction High with DigitalPersona Fingerprint Solution

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China fashion retailer on track to install biometric-enabled technology in 100 stores

Redwood City, Calif. — 5-21-2014 — DigitalPersona, Inc., a trusted partner for biometric identity verification solutions, today announced that New Look, a leading China fashion retailer, has selected a Point-of-Sale (POS) system enabled with DigitalPersona® fingerprint technology. After a successful trial at six of the retailer’s stores in February 2014, New Look is set to expand their use of biometrics in 16 of its stores by the end of 2014 — with longer-range plans to equip 100 stores by 2017. The retailer initially selected biometric technology as an alternative to passwords for improving time and attendance accuracy, but found it also enhances loss prevention and customer service.

Each New Look store has two to four POS terminals depending on the store size, which are shared by the retailer’s employees. In the past, the potential for employees to clock in for each other existed, increasing the risk of payroll fraud. Prior to adopting fingerprint biometrics, New Look implemented six-digit passwords to enhance security. However, passwords were cumbersome for employees to remember and had to be changed every 90 days to meet security standards. As a result, the IT department at New Look’s UK-based headquarters saw an uptick in the number of calls to reset forgotten passwords.

New Look employees now use their fingerprints to clock in and log on to the POS terminals, providing a more secure alternative to passwords. In turn, store managers and deputy managers must use their fingerprints to approve returns, discounts and overrides.

We have seen customer service levels improve because employees are more efficient since they no longer have to remember complex passwords,” said Sky Shen, senior IT consultant at New Look. “Biometrics has helped us stay below our one percent loss prevention standard since fingerprints are also now used for management authorization of overrides.”

Incorporating biometrics to confirm positive identity creates a business advantage for retailers, such as New Look, which hopes to attract more franchise owners and open more stores as part of its expansion plans in China. New Look China is also considering recommending deployment at their UK headquarters.

“DigitalPersona’s biometric solutions are assisting retailers worldwide in their efforts to reduce fraud, keep loss prevention rates low and improve customer service,” said Richard Agostinelli, DigitalPersona president and CEO. “We’re very pleased with the success that New Look, through their partnership with Cegid Group, has experienced with our technology and look forward to their continued growth.”

See DigitalPersona at Retail Asia Expo in Cegid Group Booth #L35, June 10-12 in Hong Kong.

About DigitalPersona
DigitalPersona offers the world’s broadest portfolio of biometrics-based identity verification solutions. Applications range from highly secure banking environments and complex government identity programs to point-of-sale retail systems. Our solutions verify the identity of more than 200 million authorized users worldwide and significantly reduce the risk of fraud, theft and unauthorized access. Offerings for end-users and system integrators include industry-specific software applications, complete SDKs and a full range of optical, silicon, touch, swipe and embedded readers. For more information call +1 650.474.4000, send an email to or visit

© 2014 DigitalPersona, Inc. All rights reserved. DigitalPersona® is a trademark of DigitalPersona, Inc. registered in the United States and other countries. All other trademarks are the property of their respective owners. This information should not be relied upon as legal advice. This information does not constitute an offer to sell or a commitment of present or future availability of any products or features. Availability of any DigitalPersona products is subject to change at DigitalPersona’s sole discretion. DigitalPersona specifically disclaims all warranties of any kind, express or implied. Users must take full responsibility for their application of any products or compliance with any national, state or local legal or regulatory requirements of any kind.

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