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In the past two months, men’s clothing retailer The Dandy Lab began to use Reward technology’s RFID loyalty card solution in its London Brushfield Street store. Julija Bainiaksina, founder of The Dandy Lab and leader of innovative technology, said that as a result, the company’s customer retention rate has increased by 20%.
The British start-up Reward developed this RFID technology-based system to locate consumers who wear RFID badges. The badge ID number is bound to the consumer’s historical purchase records. At the same time, the system will send appropriate information via SMS or email. Send to the consumer’s mobile phone. Reward CEO Paul Sheedy said that the program was originally designed for the retail market, but a UK workplace provider, Central Working, also used this program in some hotels and offices. So far, companies in three industries are experimenting or have used this technology to obtain personnel location data, and based on these data to return information of interest to consumers.
(Located in London’s Royal Plaza and four other offices, Central Working installed an Impinj UHF RFID reader to identify employees at work.)
Sheedy said that Reward’s system serves as an alternative to BLE technology. Sheedy said that before deploying the Reward system, he participated in a beacon technology research project, and finally found that middle-aged female consumers did not like this technology, and they happened to be the core customer group in the retail industry. Research results show that this group does not want to stop to download store apps, or turn on Bluetooth and WiFi services to locate and transmit data.
Sheedy said that UHF RFID technology can provide a more seamless solution. Reward’s system will send promotion and coupon information to consumers who hold point cards. This loyalty card has a built-in UHF Impinj Monza 6 RFID chip, and its unique ID number is bound to personal contact information. Reward also cooperates with the software company AG, which provides a software for binding consumer loyalty card ID and consumption behavior data, so that coupons and promotional activities can be placed more accurately.
An Impinj xArray or xPortal reader is installed at the entrance of the store. When consumers walk in or approach the entrance, the reader will read the tag ID number, and then the software will bind the appropriate content to the ID number, and then the Reward system will send this information to consumer. For example, if consumers often buy a certain style of clothing, the push information will be more of this type of news.
When it opened in August 2015, The Dandy Lab used a completely different point system in which discounts were issued based on historical consumption records of point cards stored in the POS software.
Bainiaksina said: “For us, the main goal of the point card is to increase customer retention and loyalty, while providing better service. The store also wants to provide consumers with discounts based on customer behavior. We also want to provide staff Provide tools to help them provide better customer service. Therefore, since the Reward solution can identify customers as soon as they enter the store, we also hope to explore more possibilities for use.”
Reward’s RFID solution makes the company’s new personalized shopping plan a reality, which allows subscribing customers to get a 10% discount. In addition, they can view personalized product recommendations.
In addition, The Dandy Lab employees can also use the software to see the consumers who entered the store, their historical purchase records, and size information. In this way, sales staff can recommend products that consumers may like accordingly.
In the hotel industry, Reward’s system is being tested on VIP customers. First, hotel customers will receive a membership card with a Monza 6 RFID chip inside. The chip ID number is bound to the customer’s name and photo.
Then, when the customer enters the hotel bar, the RFID reader installed at the entrance will read the RFID chip, and display the name and photo along with the historical order and favorite beverage or food on the computer screen. In this way, the staff can provide better service.
The technology is also used in office building security and other purposes. By installing xArray readers on the elevator or lobby and xPortal readers on the stairs, the Reward system can recognize people in the hotel in real time. In this way, security personnel can also check during an emergency.
The system can also be used for other purposes. Central Working, which mainly provides office space and services to small and medium enterprises, is using the Reward RFID system to monitor the entry and exit of personnel. At present, the company is beginning to use this technology to meet the work-related needs of personnel.
About 1,000 companies are using Central Working’s services. At any one time, Central Working’s office has hundreds of employees. In all offices, Central Working provides wireless network coverage and PCs and other equipment.
These facilities all use the Reward RFID solution. Layfield said: “Community awareness has long disappeared in the Western world. These facilities hope to bring back community awareness in Europe and North America.” Central Working installed UHF RFID readers at the entrance and distributed RFID tags to members.
Initially, the company used the Reward program to identify and track on-site assets to better meet customer needs. Layfield said Central Working also uses this system to provide personalized services to client companies. When a company is registered as a member, the company can provide a list of preferences, better web design, additional employees or legal assistance needs.
(Exclusive manuscript of rfid world network, please indicate the source author for reprinting!)
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