Target continues to test RFID and how the technology can engage consumers. The giant retailer’s latest test bed is the 16,000 square-foot Target Wonderland that opened this week in Manhattan’s Meatpacking neighborhood.
The space features 10 larger-than-life spectacles, including a jumbo Etch-a-Sketch, a Christmas tree made from 320 green foam Hulk Hands, the S.S. Free Shipping LEGO pirate ship seen in Target’s holiday commercials.
The entire concept is powered by RFID. Upon entering the store, guests receive a custom lanyard with an embedded RFID key. When a customer sees a product they’d like to purchase, they simply swipe their lanyard across a mini bullseye tag. Once the scan occurs, the item is loaded into a custom digital shopping cart. When leaving, guests can opt to purchase any of the items in their cart.
In addition, the RFID lanyards allow Target to measure how customers proceed through the store, as well as how long they spend at certain stations. The RFID lanyard can also be used to trigger photos throughout the location.
Target is in the midst of rolling out RFID at all of its 1,795 store locations and is expected to use more than a billion RFID tags next year. Its rollout is expected to be the largest retail deployment by the end of 2016.
In October, Target unveiled an initiative called LA25 in 25 of its Los Angeles stores to test about 50 innovation technologies – including RFID – and the power they have on guest experience and sales.