A customer examines an interactive screen made by Hisense during the China (Qingdao) International Software Convergence and Innovation Expo, held from June 2 to 4. [Photo provided to chinadaily.com.cn]

Smart technology has been widely adopted in domestic shopping malls over the last few years. Tech such as intelligent sensors, data collection and intelligent displays has helped to optimize the visiting experience of shoppers and improve the market effectiveness of vendors.

Such technology has been pioneered and designed by Hisense Intelligent Commercial System Co Ltd. It was also one of the topics at the China (Qingdao) International Software Convergence and Innovation Expo, held from June 2 to 4.

Sensors in interactive screen technology can distinguish whether the person stood in front of it is male or female customers by facial pattern recognition. The software then sends a targeted, customized advertisement or promotional material to the person in real time.

The technology can also measure customers' stature, detect a human presence, count the number of people, judge which counters or shelves customers prefer to browse and distinguish when the peak hours are.

"As a result, different needs from various customers will be 'sensed', helping carry out objective marketing campaigns and optimize store layouts," said Yuan Dongliang, a staff member of Hisense Intelligent Commercial System Co Ltd.

As a benefit to customers, they can receive promotional information filtered by the smart technology and enjoy exclusive and tailored services at the shopping malls.

"As smart technologies develop, customers will not worry about leaving membership cards at home or bother to scan promotional QR codes with their phones," said Yuan. "Membership identification will be distinguished simply by face-scanning."

Hirense's smart technology has been used in shopping malls in provinces and cities such as Fujian, Shanghai, Nanjing and Qingdao.