Hong Kong Tests RFID for Product Authentication

According to Piovesana, "It was essential that our partnered brands and manufacturers shared the same vision and commitment as ours, and were equally ready to invest for customer satisfaction. Last, but not least, was the staff training and consumer communication. The kiosk design and our staff both play a vital role in introducing and presenting it as an interactive platform to engage customers in a dialogue and guide them in use." System benefits, she says, include an enhanced customer shopping experience and improved consumer confidence.

The response from customers has been positive, Piovesana says. "However, we wish to get more feedback in order to evaluate possible rollouts to our other stores," she notes. "The success of this initiative also counts on the support of manufacturers, because it demands their punctual supply of updated product data and corresponding track-and-trace information through critical points in the production line, which all takes a huge effort."

The product authentication system will ultimately provide numerous benefits to retailers, Lin says. "New users or companies do not need to invest heavily to get started, so it is an affordable solution for companies of all sizes," she states. "With the government funding, we have already built up a robust infrastructure for the system. It can then help businesses protect brand image and thwart counterfeiting to neutralize negative brand association—and with improved traceability, companies can enjoy greater benefits in the long run."

GS1 began planning the project in July 2008, and the three-month trial was officially launched in May of this year. After the project is completed, GS1 Hong Kong plans to first promote the solution among its members, then launch it in the market early next year.