Correction: The story has been corrected to reflect the nature of the use of facial recognition at Wal-Mart and to clarify that the company was speaking broadly about guest checkouts, not specifying that Walmart uses this option.

Put yourself in the consumer’s shoes. It may sound trite, but it is a running theme for in-house privacy counsel when making decisions about their companies—whether the company is Wal-Mart Stores Inc., Nike Inc. or Intact Financial Corp.