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RFID Jogs Customer Interest at Munich Sports Shoe Store

Shoppers are using RFID-enabled interactive displays to look up product information, such as size and color availability, in the back room, thereby improving the shopping experience.
By Claire Swedberg
Mar 16, 2015

Spanish footwear company Munich Sports is using passive EPC ultrahigh-frequency (UHF) RFID technology to connect its customers with information regarding shoes on display, saving them time they would otherwise have to wait for employees to search for shoes in the back room. The system—consisting of Keonn Technologies' AdvanLook interactive displays and cloud-based software, integrated by software firm Gescode—also offers information about other products in which customers might be interested while they are shopping in the store.

Since the system was installed in October 2014 at a single Mini Munich children's shoe store in La Roca Village, near Barcelona, the technology has been popular with customers, says Xavier Berneda, Munich Sports' general manager. The system has increased the speed of the shopping process, he reports, while also making workers more productive and boosting the store's image for innovation.

When a shopper at the Mini Munich store brings a shoe near an AdvanLook interactive display, the screen lists which sizes and colors of that product are in stock, as well as similar items that may be of interest.
Munich Sports is always seeking new ways in which to improve the customer experience at its store, and thus spoke with Gescode, its point-of-sale software provider, about technology-based solutions, according to Andrés de la Dehesa, Gescode's general manager. Gescode had already installed Keonn products for some of its retail customers, he says, and recommended the AdvanLook system.

For the past several years, Keonn Technologies has been developing and offering RFID-based technology solutions aimed at improving the shopping experience, increasing store revenue and freeing up sales clerk time. Such systems include the AdvanMirror, designed to display an image of a person wearing a garment he or she is holding, based on the label's RFID tag ID number. The company's AdvanRobot, a remote-controlled reader slated for commercial release this year, is designed to travel the aisles of a store's back rooms, reading tags on shelves more efficiently than workers might do be able to accomplish using a handheld reader.

But according to Ramir De Porrata-Doria, Keonn's co-founder and CEO, the greatest interest from retailers is currently being generated by the AdvanLook solution, released in 2014. That, De Porrata-Doria suggests, may be because the solution is relatively low-cost and easy to install, making it a good first step for companies that do not employ RFID within stores, or that utilize the technology only for inventory-tracking purposes.

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