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SmartTable Supplies Nygard Customers With Product Info
According to Brask, the system is designed to work with other frequencies too. "GFXD has maintained concurrent development paths at the 125 kHz, 13.56 MHz and 915 MHz frequencies, and can easily adapt to a client's preferences or needs," he says. When the reader scans data from the merchandise tags, the Windows XP computer interfaces with the reader, handles all database functions and displays content on a 19-inch or 23-inch LCD screen, known as a DupliView. The DupliView screen is viewable by customers standing either directly in front of it, or on either side, and optional speakers can be integrated into its base.
A full implementation of the system—including tags, reader, software, store fixtures, the DupliView LCD display and the computer—costs between $2,000 and $9,000, Brask says, depending on the design and materials used in the fixture, as well as the complexity of the application. "The technology can potentially be integrated into a customer's existing fixture or display for less—and, of course, higher-volume orders will allow for economies of scale."
GFX Dynamics designed the Nygard SmartTable in a style that mimics other Nygard fixtures, Brask explains. The SmartTable's purpose is to provide shoppers with details that can help them make decisions about the products they purchase.
"In previous times, there would have been a knowledgeable sales associate walking you through the store and helping you with the merchandise," he says. This system is intended to provide that same information to the shopper, specific to the merchandise he or she is looking at. "Customers respond to digital signage if it helps them with information related to the product they are shopping for. We're triggering content that is relevant to the customer at that moment."
To determine the success of the system, GFX Dynamics interviewed several Nygard customers. "They respond very positively to the table and Nygard's use of the technology," Brask says. "The table gets a lot of use, which has made the biggest challenge assisting Nygard in figuring out an internal process for maintaining the flow of content and merchandise to the table."
Nygard sells in high volume. Because of this, says Brask, if the store sells out of a particular piece of merchandise very quickly, it must have RFID tags and related content on the RFID networked database associated with those tags prepared for replacement items.
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A full implementation of the system—including tags, reader, software, store fixtures, the DupliView LCD display and the computer—costs between $2,000 and $9,000, Brask says, depending on the design and materials used in the fixture, as well as the complexity of the application. "The technology can potentially be integrated into a customer's existing fixture or display for less—and, of course, higher-volume orders will allow for economies of scale."
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| GFX Dynamics' SmartTable, an RFID-enabled system being tested in Nygard's Toronto store. |
"In previous times, there would have been a knowledgeable sales associate walking you through the store and helping you with the merchandise," he says. This system is intended to provide that same information to the shopper, specific to the merchandise he or she is looking at. "Customers respond to digital signage if it helps them with information related to the product they are shopping for. We're triggering content that is relevant to the customer at that moment."
To determine the success of the system, GFX Dynamics interviewed several Nygard customers. "They respond very positively to the table and Nygard's use of the technology," Brask says. "The table gets a lot of use, which has made the biggest challenge assisting Nygard in figuring out an internal process for maintaining the flow of content and merchandise to the table."
Nygard sells in high volume. Because of this, says Brask, if the store sells out of a particular piece of merchandise very quickly, it must have RFID tags and related content on the RFID networked database associated with those tags prepared for replacement items.
