Tis the Season for RFID

Posted by Ken Lynch on Fri, Dec 02, 2011 @ 11:44 AM

RFID HangerIt’s that time of year. With the holiday season in full swing, it seems like retail is the topic of choice for RFID stories lately. We last blogged about the mobile wallet and how it can enhance the check out process, which could have a huge consumer impact during this time of year.

And here's yet another way that RFID is improving the shopping experience and potentially helping boost sales. A department store in Shibuya, Tokyo, Japan is the first to try out interactive hangers. When a shopper picks up a garment, RFID triggers one of the large screens above the rack to display a person modeling the clothes selected. Beyond the holiday season, this use of RFID could also have a huge impact on the back-to-school purchases, and even prom season.

Check it out here.

The hangers were developed by Tokyo tech firm Teamlab. They are regular hangers with a large central rectangle that houses the RFID tag. We didn’t find reports that included information on the RFID readers, but they could be placed on the clothing racks or ceiling mounted. The hangers can also be used to manipulate the music and lighting in the store. The diagram above depicts how the RFID system works.

We like it because it’s unobtrusive, as is the case with RFID in general. If you don’t care to see what the garment looks like on the model on the screen, simple. Don’t look up. It’s out of the way and can be easily ignored.

Many shoppers can be easily influenced by a positive image and I bet this is why retailers will like this solution. If a leather jacket looks good on the GQ model, I transfer that image to myself, I buy it and the marketer wins.

Take the concept one step further, what if the model on the screen showed us how to tie a tie or scarf and the various other ways it could be worn? That could be extremely useful, especially if it’s a new fashion trend.

This implementation of RFID reinforces that the technology can play a valuable role in all phases of the retail supply chain - from the manufacturer to the show room floor. While this use case may not be the driver for RFID being widely adopted in the retail sector, it shows that very intelligent people are thinking of creative, yet easy ways to integrate RFID into everyday processes.

Which one of your everyday activities can be enhanced with RFID?

Image Source: TechCrunch

Tags: RFID, Smart Displays, Retail, Item Level RFID, Smart Shelves

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