One or more embodiments of the disclosure provide systems and methods providing improved customer service to visiting customers of a brick-and-mortar merchant location. For example, a customer recognition system intelligently detects and notifies a merchant when a customer is in need of assistance based on the customer's facial expression. The customer recognition system can also identify a product associated with the customer need. In some examples, the customer recognition system identifies a user profile associated with a customer shopping at a merchant location, determines a trust level for the customer based on user profile information, and based on the trust level, causes a secured product display to provide a customer access to a secured product.