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In 2012, a retailer in Toronto, Canada piloted a customer tracking system based on RFID technology, installing RFID tags on supermarket shopping carts to track customers’ purchase behavior. In 2011, Academia RFID Centre of Excellence developed the system for Moxie. Last year, it was piloted in Toronto retailers for nearly 10 weeks, and the system was also implemented in several other stores. At the end of this year, Moxie plans to install it in two other supermarkets and ten sub-locations of third-party retail. Details such as the names of specific supermarkets and chain stores are inconvenient to disclose.
Moxie provides sex measurement and other retail-related services to food processors and retailers around the world. In order to better measure the purchasing behavior information of customers in specific stores, Moxie seeks a tracking solution. For example, customer behavior data can be compared with POS data to analyze the customer’s buying preferences, wandering time (the time it takes for the customer to purchase a certain item), and which products to purchase subsequently.
In order to improve the accuracy of data information, a total of 3 RFID tags are installed in the shopping cart, which are located on the front and left and right sides of the shopping cart, as shown in the figure.
In order to reduce installation costs, Moxie decided to recommend the temporary RFID tracking system to retailers. The RFID read-write device is easier to disassemble and assemble. The RFID tag is attached to the shopping cart or basket instead of embedded in the loyalty card, so that only the location of the shopping cart or basket is tracked, and the customer’s personal location information will not be exposed. However, Moxie plans to launch an RFID loyalty card solution in order to provide customers with product discount information in a targeted manner.
Academia RFID is responsible for the development and installation of RFID tracking solutions in Toronto retail stores. The solution includes a total of 25 Impinj Speedway Revolution four-port RFID readers, using multiplexing hubs, and 150 Motorola read-write antennas covering the shelves and cashiers of the entire store. The reader reads the RFID tag on the shopping cart and sends the information to Moxie’s RFID data processing software via Wi-Fi. MPI Label Systems is responsible for the packaging of RFID tags, and the tag inlay is Dipole M5 EPC Gen 2 passive inlay. In order to improve the metal resistance of the label, the inlay is wrapped by plastic foam. The tag has been installed on 450 shopping carts and 400 shopping baskets. In order to improve the efficiency and accuracy of data reading, a shopping cart is equipped with a total of 3 RFID tags, located on the front and the left and right sides of the shopping cart, as shown in the figure. Similarly, RFID tags are installed on both sides of the shopping basket.
The area of the pilot store is approximately 4,180 square meters. Academia RFID company is also responsible for providing RFID middleware. The location data received and analyzed through the middleware is forwarded to Moxie’s retail analysis software, and then the information is analyzed and compared to obtain specific and valuable location information.
When a purchaser purchases a product that has been selected, the cashier enters the ID of the shopping cart or shopping basket, and the ID is associated with the customer’s purchase behavior information. Through further analysis of the data, information such as the wandering time of the customer to purchase a certain product can be obtained.
Motorola read-write antenna is installed above the shelf
Temporary solutions can be moved from one store to another for effective reuse. Compared with fixed solutions, the cost is greatly reduced. According to reports, the installation of the solution will take about three nights.
During the pilot period, Moxie found that there was a lot of redundancy in the data read, and some of the data was not needed by the company. This requires further modification of the software to filter duplicate data.
Moxie Retail is recommending the RFID tracking solution to several other large retailers, and plans to introduce it to other parts of the world. Users can directly purchase software and hardware or purchase services.
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