Estee Lauder: Application of RFID technology to increase customer shopping pleasure
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Estee Lauder, a world-renowned cosmetics and skin care company, is applying RFID technology to the sale of its LAB series of men’s skin care products. At every booth where RFID technology can be used, customers only need to pick up the LAB series products they want to know about, and they can see a video about this product.
Currently, Estee Lauder has opened 5 stores in the UK and North America that can use RFID technology. In these 5 stores, customers can better understand the LAB series of men’s skin care products through video interaction. When the customer picks up the product and leaves the shelf, he can activate the system and see a video about the product; and when the customer puts the product back in place, the video will close.
This is part of a system based on RFID technology. This system is co-manufactured by the IT system reader and RFID hardware seller Lime IT&Media Solutions Co., Ltd., and the British company Remote Media, which is known for Signagelive and is mainly engaged in digital signage systems. This technology can not only provide customers with product videos, but also store the data on the Signagelive server, record in detail how often a product is picked up by customers, and compare it with the point of sale in the store to track and understand the effect of the product on display.
The Estée Lauder Companies stated that they want to use this to increase the joy of shopping. The Estée Lauder Companies used to be looking for an interactive system that proactively enables customers to get more information about the product instead of asking customers to find information.
Currently, the four stores of House of Fraser in the United Kingdom have applied this system, two of which are located in Oxford Street and White City, London, and the other two are located in Bristol and Belfast. This system was also installed in the Holt Renfrew store in Toronto, Canada. According to Lime IT and Remote Media, if the application of the system brings a good return on investment, Estee Lauder will hope to expand the system to more stores in Europe and North America.
“The entire system is a solution designed based on RFID technology to convey content to users,” said Dominic Lennon, President of Lime IT. “Users don’t need to press any buttons, scan or touch any objects to get information, they just need Instinctively make an action-pick up the goods.”
The system includes a booth with an RFID reader and an LCD screen. In the UK, the screen size is 12 inches, while in Toronto it is 46 inches. A 13.56MHz active label produced by Texas Instruments is attached to the bottom of each LAB series product, which conforms to the ISO 15693 standard. When the product is placed on the shelf, the reader in the shelf continuously receives the unique ID number sent by the electronic tag of the product. When the customer picks up the product, the reader cannot read the label, so that the Signagelive system software can play a video about the product. Lime IT company said that only two days after the first store applied the technology, 800 customers have used the system.
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