There were some great applications on display in the Smartrac booth during NRF’s Big Show this week. inMotion Retail Marketing demonstrated a solution designed to enhance the consumer shopping experience by providing real-time information about products consumers are interested in.
Every time a shopper picks up an RFID-tagged item from a display wall, inMotion’s software detects the item’s movement and triggers a video display with promotional messages and information about the product.
The solution, which relies on the Speedway Revolution reader from Impinj, is being used at five LL Bean stores in the Northeast, including one in Burlington, Mass. The outdoor goods and apparel retailer is tagging display items only, such as a jacket or shoes. For larger products like tents, LL Bean has an RFID-enabled product brochure on display.
When a consumer picks up a product or brochure off the display shelf, the RFID solution sends product information to a large monitor that shows the product in 3D from all angles, and also displays product information like specs, usage information, customer reviews, and any special pricing that exists for that product.
Aside from engaging consumers, retailers like LL Bean save on expensive retail floor space by having fewer large items like tents and canoes on the show floor.
Fashion retailer Kiplinger has taken the concept one step further by tagging all items in its stores. Therefore, consumers can grab any item in the store and place it on a display shelf to learn more about it. The system relies on an RFID reader embedded beneath the viewing table.
The solution is very popular with sporting equipment and footwear retailers that carry products that have a complex story to tell consumers. However, the solution is expanding into other high value items like women’s handbags and personal electronics. It is also being used at some Verizon stores to educate consumers about mobile devices.