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Recently, the British luxury furniture company used RFID technology in one of its London stores to provide product sales and gaps in line with the digital world.thisRFIDThe solution is provided by CloudTags, where consumers can use in-store tablets to read NFC RFID tags on products to obtain product-related information.
Oliver White, director of multi-channel at Heal, said the solution has boosted store sales figures in just a week of use. Therefore, the company plans to expand the program to other stores this Christmas.
Founded in 1818, Heal sells bedding and other furniture. Currently, the company sells UK-made furniture and homewares in five stores. White said most shoppers at the store were shopping in-store rather than online due to the higher value and features of the items. “Customers who buy online often also visit in-store,” he explained.
White noted, however, that the company is aware that the Web can provide consumers with a greater amount of information. Web content provides information on where furniture is made, by whom, brands, and more.
Therefore, in September 2014, Heal trialed the CloudTags solution at its flagship store in London to determine whether consumers would accept the solution and increase sales. CloudTags CEO James Yancey said the solution uses a customized version of Google’s Nexus tablet that consumers can use to get product information. Smartrac NFC RFID tags, manufactured using NXP Semiconductors’ NTAG203 chip and Rapid NFC, are affixed near the furniture display floor. Meanwhile, the store also offers NFC cards as well as Apple iPads for non-NFC scenarios.
When the customer arrives at the store, the salesperson will ask if they need help. If the customer needs help, the salesperson will bring the iPad and the customer to visit the store, so that the merchant can know the items of interest to the customer.
NFC is another option for this scheme. Consumers can pick up the Nexus tablet in-store by themselves. When a consumer finds an item of interest, he can use the tablet to read the tag on the wall near the item. After reading the tag’s unique identification code, the tablet transmits the data to the CloudTags software on the server.
According to the read ID number, the tablet computer will display the relevant information of the product (designer, materials used and recommended product information). Consumers can also store the product in a wish list upon prompting. After the shopping experience is over, consumers can enter an email address to receive a wish list list.
Employees can place their NFC cards on the tablet when a customer needs help from someone in-store. This allows consumers to make purchases later in-store or online.
After the experience, consumers can save or change the wish list and fill out the email. The store will then send a wish list including the item’s address to the mailbox. Consumers can access it at home using a computer.
A week after installing the solution, White said, sales in the London store had improved. Twenty percent of in-store shoppers use a tablet, he said. 30% of consumers will leave an email to receive a wish list. 75%-80% of consumers will click on relevant recommended items on emails.
The CloudTags system allows consumers to learn more about products. That’s information that some traditional solutions can’t provide, White said.
“The technology also enhances the in-store experience for consumers,” White said.
Four other Heal stores also installed NFC technology over the next four months. At the same time, employees also use iPads and CloudTags software to collect consumer email information.
(The exclusive manuscript of rfid world network, please indicate the source author for reprinting!)
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