Sainsbury’s Tests Facial Recognition to Tackle Shoplifting and Staff Abuse

Published Date : 9/4/2025 

Sainsbury’s, the UK’s second-largest retailer, is piloting real-time facial recognition technology in two stores to reduce theft and protect staff. The trial, using technology from Facewatch, aims to address the growing issue of retail crime. 

Sainsbury’s, the UK’s second-largest retailer, has announced it will trial real-time facial recognition technology from Facewatch in two of its stores to combat theft and staff abuse. The trial will run for eight weeks at Sainsbury’s Sydenham and Bath Oldfield locations, according to The Guardian.

Shoplifting is a significant problem in the UK, and the government is taking multiple initiatives to reduce retail crime. Police figures from England and Wales show a 20 percent increase in shoplifting incidents from 2023 to more than 516,000 incidents in 2024. However, the Office for National Statistics notes that police-recorded crime is not always a reliable indicator of general crime trends. The British Retail Consortium (BRC) reports a similar 22 percent increase, but to 20.4 million incidents of retail theft.

Fraser Sampson, former UK Biometrics & Surveillance Camera Commissioner and current Non-Executive Director at Facewatch, points out that there is no official offence of “shoplifting” in England or Wales. Despite this, the government is attempting to reclassify some offences to help reduce theft.

Sainsbury’s notes that Facewatch has been credited with reducing crime by up to 70 percent in other stores. The company also cites figures from union USDAW’s Freedom from Fear survey, which show that 77 percent of shop workers have experienced verbal abuse, and more than half have been threatened. Sainsbury’s own survey indicates that more than half of its customers support the use of facial recognition to deter violence in stores, and close to two-thirds support the identification of repeat offenders with the technology.

All customer data will be handled in accordance with UK law, and all alerts will be reviewed by humans. Only those previously caught for a criminal offence will be in the database. Clear signage will indicate the use of the technology.

The retailer operates more than 1,400 shops across Britain, but not everyone is in favor of deploying facial recognition to all of them. Big Brother Watch calls the move “deeply disproportionate and chilling,” warning that it turns shoppers into suspects and has devastating consequences for people’s lives when it inevitably makes mistakes. The group provides three examples of people it says were falsely matched by Facewatch.

Competitor Asda received thousands of complaints after launching its own facial recognition trial earlier this year, according to The Guardian. Facewatch also provides facial recognition to prevent retail theft at other chains, including Home Bargains, Iceland, and Budgens.

In Australia, major hardware retailer Bunnings is advocating for the use of facial recognition to tackle an increase in retail thefts driven by organized crime gangs. Bunnings is currently in a dispute with the country’s Information Commissioner over whether it breached Australian privacy law with its use of facial recognition technology.

Bunnings CEO Rob Scott tells 7NEWS Australia that criminal gangs have been targeting high-value items and selling them online. The Australian Retail Council warns that retail crime now costs the nation’s shops $9 billion a year. According to ARC CEO Chris Rodwell, Australia needs a national conversation about the potential benefits of facial recognition in stores.

Victoria Police are considered difficult for retailers to work with, and their statistics about repeat offenders differ from those of an independent community group. Concerns about organized crime in retail theft were used to argue for facial recognition in the United States a few years ago, but the National Retail Foundation later withdrew a claim about the extent of the problem.

The Brennan Center for Justice points out that larceny incidents, which include both shoplifting and “organized retail crime,” decreased steadily in the U.S. from 1991 to 2021, before a small uptick in 2022. Retail theft does appear to be growing in certain areas, as does the use of threats and violence during thefts.

Time will tell if Australia’s retail community can better manage its messaging on the use of facial recognition technology. 

Frequently Asked Questions (FAQS): 

Q: What is Sainsbury’s trying to achieve with the facial recognition trial?

A: Sainsbury’s is trialing facial recognition technology to reduce theft and protect staff from abuse. The technology is credited with causing significant reductions in crime in other stores.

Q: How widespread is the shoplifting problem in the UK?

A: Shoplifting has increased by 20 percent in England and Wales, with over 516,000 incidents reported in 2024. The British Retail Consortium reports a 22 percent increase to 20.4 million incidents of retail theft.

Q: What are the concerns raised by Big Brother Watch about facial recognition in stores?

A: Big Brother Watch argues that facial recognition turns shoppers into suspects and can have devastating consequences when it makes mistakes. They provide examples of people who were falsely matched by the technology.

Q: How is Bunnings advocating for the use of facial recognition in Australia?

A: Bunnings is advocating for the use of facial recognition to combat retail theft driven by organized crime gangs. They are in a dispute with the country’s Information Commissioner over privacy concerns.

Q: What is the stance of the Australian Retail Council on retail crime?

A: The Australian Retail Council warns that retail crime costs the nation’s shops $9 billion a year and supports a national conversation on the potential benefits of facial recognition in stores. 

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