Sainsbury’s is expanding the use of facial recognition technology across its stores in an effort to reduce shoplifting, following a trial that reportedly deterred repeat offenders. The system, initially deployed in just two locations in September, is now active in more than 55 stores, with plans to extend it to approximately 150 additional sites before the end of the year. Ultimately, the retailer aims to have the technology operational in 200 stores.

The company stated that the early trial yielded strong results, with over 90% of shoplifters identified by the system not returning to the stores where the technology was used. Sainsbury’s described the facial recognition software as having a 99.98% accuracy rate, adding that all alerts generated by the system are reviewed by trained staff before any follow-up action takes place.

The software is provided by Facewatch, a UK-based company that offers cloud-based facial recognition security solutions to help businesses prevent crime. This system has also been adopted by other retail chains including Budgens, Sports Direct, B&M, and Home Bargains.

The move comes amid a significant increase in shoplifting incidents in England and Wales, with offences reaching nearly 500,000 last year — a fourfold rise since the onset of the COVID-19 pandemic. Retail industry leaders have reported that thieves have become more brazen, organised, and aggressive, prompting a heightened focus on security measures. Sainsbury’s has previously introduced various safety strategies, including body-worn cameras for staff, protective screens at kiosks, exit barriers, and in-store security personnel.

While the retailer says the system enhances security and deters crime, the rollout has faced criticism from privacy advocates. Silkie Carlo of Big Brother Watch described the implementation as “a shameful decision that treats customers like suspects,” warning that such measures risk infringing on the privacy of innocent shoppers and could lead to humiliating false accusations.

Concerns about the technology’s potential for errors have also been highlighted by a February incident in which a customer in a South London store was mistakenly identified and asked to leave. Warren Rajah reported that he was escorted out without explanation, characterising the experience as “Orwellian.” Following the incident, Facewatch stated that no alerts were generated in connection with Mr. Rajah and attributed the situation to human error, issuing an apology.

In terms of business performance, Sainsbury’s has experienced a slowdown in sales growth over recent months. The company attributed this trend partly to reduced consumer confidence linked to geopolitical tensions, including the conflict in Iran. For the 16 weeks ending June 20, Sainsbury’s reported like-for-like sales growth excluding fuel at 1.2%, down from 4.6% the previous year.