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The concept of “Asics Intelligent Information Terminal” was put forward at a discussion meeting between the Marketing Department and the EDP Department at Asics: At the exhibition, despite the large number of consultants in the exhibition hall, not all exhibitors can get services at any time. For Asics, which is the main product of sports shoes, it is not a small problem, because such products involve a lot of information consultation.
This system concept assumes that an information terminal can automatically display these consulting information to make the product stand out. It must have the conditions: it has absolute reliability when it is automatically displayed in the exhibition, and there will be no failures when operating by staff who are not computer geeks.
RF Consumer Information Identification System
Asics quickly realized that this system has huge development potential in the retail business. As an experiment, Asics introduced a Smart ProductAdvisor®-based system in Neuss’ new store, and Vision Unltd Business Solutions was responsible for the installation of this system.
The basic installation structure of the system is composed of a non-contact shoe recognition system, using the RFID system Moby D produced by Siemens Automation and Drives. The system reaches the 15693 standard, which is the frequency range of the smart label (SmartLabel) used by customers ( 13.56 MHz) standard requirements.
Vision Unltd business solutions, the company is headquartered in Cologne, the core business is to provide customized e-commerce solutions for sales and service companies. In the POS field, the company has developed a series of Smart ProductAdvisor® system solutions using a radio frequency identification (RFID) system based on wireless technology for multimedia display of consumer products.
The Smart ProductAdvisor® used by Asics is permanently integrated with the information terminal: when consumers want to know a pair of shoes on the display wall, they can put a shoe in a Plexiglas tray, and the RFID system is installed under the tray to read and write. SLG D12. The sole of each shoe is equipped with a data medium (transceiver), which transmits the characteristic information of the shoe to the reader.
There is an integrated antenna in the reader, which can be used as a sensing interface for the SmartLabel.
As long as the shoes enter the receiving range of the antenna, the system will automatically recognize it. The reader transmits the data to the computer through the serial interface (RS232), and the computer will display the shoe information on the display on the display wall within 1/10 of a second. The other monitor explains its process.
Unique shopping experience
“The comprehensive advantage of this concept is that it does not require any menu operation or touch screen input to interpret the product connotation, and the display method is flexible, advanced and fast.” said Dr. Achim Fricker, general manager of Vision Unltd, “Moby recognition system The non-contact information recognition method can deepen the impression of the shoes held by the customer’s opponent and give the customer a unique shopping experience.”
Moreover, customers can also decide how quickly they can learn about the product. At the same time, the self-service information query method caters to many German consumers with conservative behaviors. In addition, a salesperson who is receiving another customer can use terminal equipment to allow customers to self-check product information during the waiting time.
Finally, this trick can attract young customers. The display information is easy to understand: “Customers can even learn the information from the display wall, and then only need to tell the salesperson the size he wants.” Asics marketing staff Verena O’Daniel said, “The unique and novel display method highlights us The vitality of the product makes Asics a technological pioneer in the dissemination of customer purchasing decisions.”
Reliable technology
The factors that promote the application of Moby D technology also include its cost advantages. Asics intelligent information terminal saves a lot of costs in terms of communication and power. For example, the transceiver does not require a battery, but is powered by the reader’s antenna. The data is stored in a 44-byte EEPROM. In order to ensure the safety of the stored content, it does not require eternal power. A mobile data storage device can be installed in the shoe, or it can be pasted to the sole, so as to prevent “active” customers from damaging the system.
The reader/writer SLG D12 has a maximum reading/recording distance of 150 mm, which is very suitable for use in shops. Its applicable temperature range can be as high as 70 degrees Celsius, the safety protection grade is IP65, and the operating performance is very reliable. “The reliability of the system is very important to us. After all, in order to attract attention, the information terminal is installed in the center of the store.” Verena O’Daniel emphasized. Dr. Fricker agreed with him and also reflected that Siemens’ non-contact sensors are in good condition on other devices. “The operation of Moby technology is determined to be reliable and stable. At present, we have adopted Smart ProductAdvisor® in a variety of applications, including automotive retail and department stores. Shops and museums.” Moreover, Siemens’ service organizations all over the country have consistently provided good service support, which is also one of the advantages.
The performance characteristics of Smart ProductAdvisor® provided by Vision Unltd are available in three versions: a browser-based stand-alone system; a server-based professional solution for multiple object recognition; a comprehensive enterprise platform with wide data distribution.
Wide range of applications
For Asics, using the non-contact RF identification system Moby D to conduct “shoes intelligent consultation” is just the beginning of product automation display innovation. After achieving great success in the application of Neuss, other Asics stores in Germany will soon be equipped with corresponding information terminals.
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