Retail: Using RFID to achieve interactive shopping

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How can retailers maintain or even prosper in an environment where physical sales and profits are severely challenged? A study by PricewaterhouseCoopers (PwC) shows that 78% of consumers say that a sales assistant who has a deep understanding of the product is important to the shopping experience. A study by McKinsey and company points out that retailers can increase their customer experience by 10% if they increase their customer experience by 10%.

Today, as customer experience and engagement become the focus of attention, retail stores are realizing they need to attract customers and improve their experience, service and satisfaction levels.Consumers have a wide variety of consumer channels, and their disposable income is difficult to retain.

So nowadays, retailers are considering putting RFID into use, creating an electronic version of the human body model that provides customers with a comprehensive service in a digital environment. The data collected from the RFID-tagged items provides customers with advice and additional product information. When the RFID tags are close, they can sense and alert the shopper to other sizes and colors in the store through the touch screen.

An interactive mirror can show shoppers what a piece of clothing looks like on them, as well as different combinations, and guide them to the product location, or ask a shop assistant to help them. If have access to the Internet, shoppers can upload their choices on social media or send themselves an email with a wish list. Imagine the benefits of doing this, whether it’s in a sales hall, fitting room, or through a small device mounted on a display stand. Associates can better serve their customers by providing more product information.

Early feedback on these systems found that product-recommended visual images increased sales and boosted retail sales by 10% to 30%.

Clearly, retailers need to change the store experience to meet customer needs. This is not only the secret to the survival of the retail industry, but also the secret to success in a challenging environment. Interactive shopping is a unique way to use RFID data to engage customers, increase satisfaction and drive sales.

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