Novitaz launches RFID store digital advertising marketing network solution
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Novitaz is an American company that specializes in providing market research services for the retail and medical industries. Novitaz is now preparing to launch a Digital In-Store Ad Network (store digital advertising marketing network) program. Adopting NovitazInside, a membership card containing the source 433 MHz RFID tag (in line with ISO 18000-7 standard), this program can help brand stores and retail stores to provide customers with promotional services and coupons in a targeted manner based on their consumption habits.
Novitaz plans to implement the Digital In-Store Ad Network solution in Santana Row’s two clothing accessory stores and a restaurant, and a San Jose shopping store in early 2011. If this system runs as expected and is recognized by stores and customers, Novitaz hopes that it will become a permanent application, while adding other stores in the Santana Row area to its marketing network and promoting this program to retailers across the country.
Novitaz has been developing this solution since it was founded in 2003. Jayant Ramchandani, the company’s chief operating officer, said that after several years of research, identification and development of applicable technologies, until now, this system is mature enough to be applied. With this system, an RFID reader can detect the cardholder entering the store by reading the ID code of the active RFID tag in the card. Then, the reader forwards the ID code to the Digital In-Store Ad Network software, which analyzes the cardholder’s consumption habits and matches appropriate promotional services, such as price discounts, gifts or service gifts. The software then sends this information in text form to the cardholder’s mobile phone. Shoppers can use their mobile phones to redeem these services in the store.
Inside the Novitaz card is a battery-powered 433 MHz RFID tag
Ramchandani stated that Novitaz has been looking for suitable technology for e-membership programs. The company finally decided that active RFID tags are the only technology that can send data without customer involvement (such as waving the card or showing the card to the reader). . Using active tags, he explained that shoppers only need to put the card in their wallet or shopping bag and pass through the store entrance channel to receive personalized marketing services. Santana Shopping Plaza is expected to officially launch this system on January 15, 2011.
At all three pilot sites, Novitaz will install RFID readers and antennas developed by the company itself, and will not charge the restaurant or two clothing stores for the system. Each location will receive 500 cards to distribute to regular customers. When customers register their cards, they are asked to provide their name, address and mobile phone number. The store transfers this information to Novitaz, and Novitaz saves the data in the Digital In-Store Ad Network software, which corresponds to the assigned tag encryption ID code.
Usually, the RFID tag of the card is in a sleepy state until it is awakened by a 125KHZ signal emitted by an RFID reader at the entrance of the store. When a customer enters the store, the Novitaz reader reads the ID code of their membership card and sends the ID code to the Digital Ad In-Store Network software, which corresponds to their personal consumption habits. The software then sends the coupon and discount list in text form to the shopper’s mobile phone. If the customer is interested in one of the services, he or she can click to view it. At the checkout counter, the cardholder shows the mobile phone to the clerk, and the clerk reads the promotional code on the mobile phone screen to ensure that the customer receives considerable discounts or gifts. When visiting the clothing store, customers will also receive the promotion information provided by the restaurant on the day, if free appetizers, etc.
Digital In-Store Ad Network software can also store detailed information, such as which services the user clicked on, and which purchases were ultimately made. The more customers visit the store, the more often they respond to the service, and the more personalized the service provided by the system.
For customers, they only need to walk into the store without downloading any software. For brand stores or retailers, this system can promote sales more than paper coupons. The purpose of the restaurant and this system is to attract more people. Novitaz charges a certain fee for each cardholder who receives the information and enters the restaurant; for retail stores, Novitaz is based on the number of people receiving promotional information and click services, or The number of people who redeem the service is charged.
Novitaz is a member of Dash7 Alliance.
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