Research Results - RFID

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RFID and the Customer Experience

Bill McBeathChief Research Officer

ChainLink Research

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Agenda

• Research Objectives• Art of the Possible (Tag n’ Readerville)• Current and Planned Areas of Usage• Case Study• Lessons Learned and Emerging Best

Practices• Conclusion• Special Offer

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Objectives of this Research

• Customer Experience “Lifecycle”

• Broad Spectrum of Industries

• Early Adopters• Quality not Quantity• Emerging best

practices

4Source: ChainLink Research

Tagnreaderville – Art of the Possible

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What People Are Doing

• 25.3% of Retailers are using RFID in pilot or production

• 19.2% plan to start something this year• Areas of use:

– Wireless payment and customer loyalty– Smart shelves– Kiosks / Hotspots– Handheld Readers– Dressing Rooms– Loss Prevention

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Where is the Tagging Done?

Manufacturer

Retailer at the DC

Retailer at the store

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Multi-Enterprise Solution

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Measuring Success

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Case Study—Tech Museum of Innovation

• San Jose museum, focused on Innovation• “TechTag” – carry or wear on wrist

– Guides people through the facility– Hear in English or Spanish– Keeps track of “displays/items of interest”– Personalized website– Extends the physical visit to online experience and vice

versa– Lets groups (class rooms, family, etc.) share experience and

information

• How Used– Museum can analyze which displays most popular,

personalization– Multi-channel– Behavior – beyond POS data

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Lessons Learned/Best Practices

• Collaborate with vendors/partners with EXPERIENCE

• Measure Success on several dimensions– ROI– Customer feedback

• Ensure Integration with Key Data (example: CRM)

• Phases – not Utopia on day one

• Executive Accountability for the Consumer Experience Lifecycle

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Conclusions

• Technology is ready

• Customer must opt-in

• Repeat of other technology/BPR waves – early adopters will pave way/create pent up demand

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Questions?

[email protected] 617-762-4040 x414

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