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Social media and RFID: a golden opportunity for retailers

Social media and RFID continue to collide as companies look for new ways to extend brand loyalty and connect with customers.

While retailers embrace item level tagging and RFID for operational efficiencies, inventory management and potential sales uplift, very few have begun to realize the value of connecting customers with their friends via social networks. But that day is coming fast.

Retailers are sure to follow other industries and learn to treat the retail shopping experience like “events” such as last week’s Paris Motor Show. Nissan, for example, combined RFID and social media during the event to spread the excitement about its brand well beyond the show.

There’s no reason why retailers can’t create the same kind of buzz directly from the sales floor. Shoppers who are excited about the purchase of a new pair of shoes or the great deal they got on a new appliance, for example, could interact with an RFID-enabled social media kiosk at the store and begin an instant, real-time discussion about their purchase on Facebook and other social networks.

Retailers are already drooling about the capability of RFID-enabled fitting rooms, which can provide merchandising executives with valuable information about what products are taken into the fitting room, which ones were sold, and those that are returned to the rack.

Collecting customer data on shopping habits can help retailers to better understand buying patterns and why some products are more popular than others, making overall merchandising more effective.

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