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1. Market demand
In the 21st century, people are no longer limited to simply buying fashion items, but have shifted more attention to how to make good use of these items; and the factors that affect purchases have already escaped the price category. Enjoying the perfect shopping experience gradually played a decisive role.
Fashion retail stores are aware of this market change and actively seek the best solutions in order to stand out in the fierce market competition.
As Asia’s leading integrated solution provider in the field of data collection and information management, Xinghua Technology Co., Ltd. has developed a new generation of marketing management platform-RFID intelligent marketing system with its strong proprietary technical support capabilities, and it has been quickly adopted by the market. accept. It uses a series of innovative technologies to help fashion retail stores strengthen their brand image, encourage customers to consume, increase sales profits, and provide better shopping services.
2. Technical application of RFID intelligent marketing system
The core of the RFID intelligent marketing system lies in the creative and all-round application of radio frequency identification (RFID) technology to commodities and retail stores, including smart fitting mirrors, smart fitting rooms, VIP cards, VIP zones, electronic catalogs, and electronic cash registers. Machine and security control and inventory control.
Smart dressing mirror-each item in the store is attached with a unique RFID tag. When customers bring their favorite clothes to the dressing mirror, the system can identify the item, and pass the smart dress matching database in time on the screen. Matching suggestions are displayed on the display to provide customers with satisfactory information services.
Smart Fitting Room-In the fitting room, customers can get the same matching suggestions as those provided by the dressing mirror. In addition, they can also get more detailed information such as product size and color. If the customer is interested in the outfits recommended by the system, they can directly contact the clerk through the walkie-talkie without leaving the fitting room, and the clerk will exchange the clothes for them.
VIP card, VIP area, electronic catalog-when customers put the RFID-implanted VIP card into the VIP area, they can log in to the personal electronic catalog. The electronic catalog will provide personalized promotion information and the most fashionable product information in real time based on customers’ past shopping behaviors and preferences to improve the quality of customer service.
Electronic cash register-through the RFID tag, the electronic cash register can simultaneously read all the goods purchased by the customer. While saving customers’ waiting time, the clerk can focus on the improvement of service quality.
Security control-when unsettled goods are taken out, the system will automatically send out an alarm, and the pictures of the goods will be sent to the cashier in real time and displayed on the display screen for identification.
Inventory control-only a hand-held reader is needed when inventory is counted, which can effectively perform point-to-point logistics visualization operations. In addition, the same RFID tag is used throughout the supply chain to track the logistics process from production to transportation, distribution center to retail stores, so that retail stores can grasp business opportunities at the marketing level and bring the most suitable products to the market at the best time.
3. Technical composition of RFID intelligent marketing system
The RFID intelligent marketing system is composed of application software, server, middleware, patented G-BOX, handheld RFID reader and passive RFID tags. Among them, the G-BOX independently developed and designed by Xinghua is the core of the entire system, which is composed of RFID readers, computer terminals, middleware and single application software, which meets the requirements of multi-functional industrial use, in addition to having RFID tag reading and writing functions In addition, it can also record data and monitor the antenna. The advantages of G-BOX are to reduce execution costs and reduce deployment time; improve reliability in harsh environments; improve the overall performance of the RFID system; integrated design overcomes a large number of wiring defects between traditional RFID devices; and the price is only traditional Half of the RFID system. Therefore, the emergence of G-BOX has greatly improved the popularity of RFID technology.
4. Merchants benefit, customers benefit
In 2006, the Italian chain fashion brand mi-tu took the lead in adopting the RFID intelligent marketing system in Hong Kong, China. The flexible, implicit, cross-marketing model that pays more attention to information provision and service quality immediately attracted the attention and patronage of many customers. According to statistics, since mi-tu launched the RFID intelligent marketing system, as many as 80% of customers immediately bought the matching clothing suggested by the smart fitting mirror, achieving a 30% increase in sales, and customer loyalty has increased. 25 percentage points. The RFID intelligent marketing system was immediately recognized and accepted by the market, and was promoted and implemented in southern regions such as Guangzhou, Foshan, and Shenzhen. The reason for this success lies in two points, that is, it has truly benefited businesses and customers.
In the past, it was difficult for merchants to obtain channels to understand the purchase behavior of customers. They often lacked factual basis before making judgments on market strategies, and they inevitably took certain decision-making risks. With the activation of the RFID smart marketing system, through VIP cards and other data collection methods, merchants can not only learn about customers’ buying behavior and preferences, but can also summarize, analyze, and summarize based on this, thereby predicting the needs of target customers, and launching corresponding actions in a targeted manner. Marketing plan. In addition, while making actual profits, the RFID intelligent marketing system also brings hidden profits to businesses, that is, a direct improvement in brand image. Through smart fitting mirrors, smart fitting rooms, electronic cash registers and other application forms, the great charm of fashion retail stores is fully demonstrated. From the moment they enter the store, customers will experience a perfect service enjoyment. The integrated platform of RFID security control and inventory control also helps merchants to effectively improve the level of store and back-end management.
From the customer’s point of view, the emergence of RFID intelligent marketing system undoubtedly provides a brand new shopping experience. Wandering in the retail store, you can enjoy the real shopping pleasure, which completely satisfies the potential consumer psychology. While enjoying the distinguished humanized service, you can grasp first-hand information and lead your own fashion trends.
Five, contribute to the development of the Internet of Things
On August 7, 2009, Premier Wen Jiabao put forward the concept of “perceive China” during his inspection in Wuxi. In his speech “Let Science and Technology Lead China’s Sustainable Development”, Premier Wen listed the Internet of Things as one of the strategic emerging industries, marking The Internet of Things industry has been upgraded to the level of national strategic development. As an indispensable part of the development of the Internet of Things industry, the importance of RFID technology application is obvious. The RFID intelligent marketing system collects product and customer information through RFID, and connects it with the Internet to realize information exchange and communication. This circular network creatively applies RFID technology to the fashion retail industry, breaking through the industry’s inherent concepts, and establishing a brand-new industry marketing model. At present, this application is gaining popularity in the southern region at a rapid rate, but there are still many domestic fashion retail stores that have not yet contacted and realized the huge commercial value behind it, and Xinghua is committed to promoting this emerging technology Application to promote the progress of the entire industry chain. Xinghua will accompany the Chinese market to explore and innovate all the way to meet the brilliant future of the Internet of Things industry.
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