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British Clothing Retailer Sees RFID as 'Enriching Experience'

Giulio is using privacy-protecting RFID technology from Friendly Technologies to determine which garments shoppers are interested in, and to prompt a touchscreen to display information about those products.
By Claire Swedberg

Once the garment is placed back on the e-rail, the e-rail software prompts the touchscreen to cease displaying that data after approximately five seconds. This delay time-span is configurable. The software provides analytical data to the store regarding which items are being moved, as well as how often and when.

Giulio Cinque
For shoppers, the system provides what Moran calls a brick-and-mortar equivalent to the click of an item online. Whenever a shopper picks up an item—even if he or she opts not to buy it—that action is detected and noted in the software, indicating that someone looked at that product.

"We hope that this technology will increase sales," says Giulio Cinque, the store's owner, adding that it also provides him with valuable data about customers' shopping behavior. "We believe we're enriching our customers' shopping experience, and they will want to return as a consequence. Our customers are trend-driven; they're excited that we can offer them a connected way to shop."

With Friendly's RF Tracking system, the reader assigns a 16-bit temporary ID to each Silent Tag, which responds only if it recognizes that identifier.
Moran says the Silent Tag's price is about the same as that of a standard EPC RFID tag. The cost of the readers and supporting software is also low, he says, with the aim of making the system affordable to independent retailers.

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