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Physical retail stores have been trying to compete with online shopping. Target may have found a solution-a useRFIDTechnical solutions.
Target opened a Wonderland pop-up store in the New York butchery area. When consumers enter the store, they will get a token with a built-in passive high-frequency transponder compatible with the ISO 14443 standard (with Target’s red bullseye logo printed on it). NXP manufactures the RFID chip in the transponder, and the transponder is provided by Vanguard ID. Consumers can choose to use social media accounts to register tokens and bind them to the transponder’s unique ID number. The token does not store credit cards or other personal information, so consumers can use it with confidence.
(Token with built-in passive high frequency RFID transponder)
An RFID reader provided by RFID Academia (headquartered in Montreal) is installed next to each of the 16 products sold in the pop-up store. These items are placed on a fixture with a bull’s eye logo above the reader antenna. After entering the store, consumers can swipe the token on the fixed device to add items to the e-shopping cart. At the same time, Wonderland is also equipped with a huge etching sketch and some interactive features, such as: users can take photos with the photos of Disney TSUM TSUM plush toys on the large display screen. The registered token can be used to upload pictures to the consumer’s social media.
After shopping, consumers can take the token to the cashier, which is equipped with an iPad and an RFID reader provided by RFID Academia.
When the token is placed near the reader, the iPad can display the e-shopping cart information. Consumers can pay for items that do not need to be purchased on the iPad or use a credit card or cash.
(Consumers can bind personal social media and the unique ID number of the transponder)
Target spokesperson Jenna Reck said: “The concept design of the Wonderland store took a few days. The goal is to provide consumers with a fun and attractive experience. We considered two important factors. We hope to have a beautiful and inspiring one. Visual display. We also want to use technology that provides a seamless shopping experience.”
Since Target has used RFID technology for many years, the project leader is very familiar with RFID technology. The company decided to use a short-range high-frequency system. It also applies to social media and store operations. Target has set up a company engaged in event design, planning and execution. The company contacted RFID Academia, which has multiple RFID projects with social media capabilities.
The Target Wonderland pop-up store will open on December 22. Target has also used advertising in a number of media.
(Each sale item is placed on a fixed device on the reader antenna. Consumers can swipe the token at the logo to add items to the e-shopping cart)
Reck said Target is testing other concepts in other stores in the United States (such as Target Open House in San Francisco and Target Too in Miami). The company’s goal is to understand how consumers use RFID technology in stores and explore future retail experiences.
Reck explained: “Target is testing multiple concepts in multiple stores and looking for ways to scale it up. Within Target Wonderland, the company is exploring how to use different technologies to create future retail experiences. Target Wonderland has already had a great response.”
(Shoppers can take photos with Tsum Tsum plush toys in front of the selfie wall and upload them to social networks.)
(Exclusive manuscript of rfid world network, please indicate the source author for reprinting!)
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