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In early April, a shoe store in Boston called New Balance adopted an automated experience system based on RFID technology to attract consumers. The system includes two parts, an RFID video display stand and an RFID promotional card. Among them, the RFID function software was developed by the RFID division of Pittsfield ID Technologies, and the multimedia equipment was provided by the advertising agency Almighty. The dynamic picture and RFID technology experience in the system attract customers to learn more about the product. In addition, the system evaluates the popularity of the shoe by recording the frequency of shoe movement. The data transmission in the whole system adopts wireless technology.
Shoes and promotional cards with embedded EPC UHF tags can help consumers understand more product details while recording consumption behavior. Different styles of shoes are placed on the shoe rack, and a UPM passive ultra-high frequency (EPC Gen 2) tag is embedded in each shoe. The code of the label is associated with the inventory unit of the product, and other product data is stored and transported on the cloud server, hosted by Freedom Shopping.
An Impinj Speedway Revolution reader and four antennas are installed on the wall. Two of the circularly polarized antennas are used to track the position of the shoes and can detect whether the shoes have been picked up by the customer.
A linear near-field read-write antenna, 42-inch touch screen and RFID contact points are installed on the wall. The near-field antenna reads the information of the tag by obtaining the number of the RFID tag, and displays the details of the shoe on the screen.
The system can not only stimulate customer interest and increase sales, but also provide a large amount of reference data (the number of times the shoes are picked up) for the footwear market analyst. InMotion software detects the changes in radio frequency signals to determine how often the shoes are picked up by customers, and records the number and time. These data will be compared with sales data to determine whether attractiveness is closely related to sales, and whether new technologies can help increase sales.
To expand the scope of promotion, the shoe store distributed 6,000 promotional cards with embedded EPC Gen 2 RFID. Customers can enjoy discounts in the store with their cards. Put the card on the RFID contact point, and the model that can enjoy the discount will be displayed on the screen. After shopping, the cashier holds Alien’s ALH-9000 handheld reader to read the information. In addition, the card records the time of purchase by customers in the store by reading the tag information twice.
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