Frank Dekker's opinion on RFID...
An RFID ?
RFID, the technology that has promised to revolutionise the retail industry, is beginning to make some head way. This is great news for retailers, logistics providers and manufacturers alike. A more efficient supply-chain and control mechanisms will undoubtedly benefit everybody from the manufacturer right through to the consumer.
But is the RFID industry as a whole missing a trick?
RFID at item level, if applied as a sales aid at the front of the store, has the ability to inform and amaze customers. Yet whilst the industry focuses on the obvious benefits of RFID in the supply chain (and I admit they are considerable), the technology stays in the realms of sweaty men and fork lift trucks. The consequenses are already visible; consumers have a low awareness of RFID, (a recent NRF study shows 25% know what it is) and where they do it isn’t often positive. The industry is locked in discussions on individual tag costs and complicated return on investment models.
RFID as a sexy, front of store sales aid ? Now there is an ID!
Far too seldom have brands and retailers recognised the advantages and magic that RFID can bring to their customers and staff. Prada’s show case store in New York was a notable exception, ahead of it’s time. Yet today the costs, applications and acceptance are all more conducive to a world in which the items themselves can inform the customer and help the staff sell more.
Today, acquility is working with leading retailers and RFID suppliers around the world to deliver customer facing RFID applications. Champion Sportwear in Milan, is developing it’s flagship store around a mirror which ‘magically’ informs customers about the garments within range of the reader behind it. RFID-tagged items in store can be located easily by staff seeking to provide assistance to customers in fitting rooms. Custom-tailor Nick Tentis is integrating RFID into it’s new store in London, showing customers what a particular cloth would look like in the suit of their choice. These applications create wonder and amazement with customers and help staff to increase sales.
As Experience Design experts we look at technology as a way to improve the customer experience in relation to the brand and the space in which customers interact with it. Are we excited about RFID ? Absolutely! I would advocate that the industry think beyond fork lift trucks and warehouses and consider the sales process, customer experience and front of store as a key area to win the hearts and minds of consumers, and brands. Providers and integrators of RFID alike will limit the success and acceptance of RFID, if they don’t.
Frank Dekker is a Director of acquility, one of the world’s leading Experience Design companies. www.acquility.com