research results - rfid
TRANSCRIPT
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RFID and the Customer Experience
Bill McBeathChief Research Officer
ChainLink Research
2
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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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
www.ChainLinkResearch.com