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RFID Delivers Location-Based Data at Helsinki Mall

The mall operator and 15 retailers are using an RFID-based system called Physical Cookie, instead of Bluetooth beacons, to identify shoppers' locations and deliver personalized marketing messages on digital signs.
By Claire Swedberg
Tags: Retail

The data is also intended to help Sponda and mall merchants better understand traffic movement throughout the mall. For instance, Sponda can use the information to identify when traffic is heavier or slower, based on specific times, days, weeks or months. It can thus determine which areas of the mall see heavy traffic, and which do not.

In addition, the solution allows Sponda to ascertain how effective the personalized marketing is. For instance, the software can determine when a shopper changes his or her apparent path after viewing personalized content on the screen—for instance, turning and moving toward the store that sells the products being advertised.

As a shopper passes a digital sign, an RFID reader in the vicinity detects her presence, and the sign then displays marketing messages personalized for that individual.
For customers, Stadigh says, there are several advantages to using the VIP Key. Not only is a shopper offered relevant promotions of interest, such as a 30 percent discount on shoes if that individual frequents shoe stores, but the customer can redeem those discounts by showing his or her VIP Key to the merchant.

For the participating merchants, the system also displays the interests of a shopper entering the store, via a computer or tablet that accesses the cloud-based Physical Cookie software. That information helps the merchant to provide more personalized customer service.

TBWA reports that the Physical Cookie system has thus far boosted the movement of shoppers into Citycenter stores by 14.5 percent. What's more, it has increased the amount of time that consumers spend at the shopping center by 21.7 percent.

According to Arhio, TBWA is now launching deployments with customers in several markets.

USER COMMENTS

Pavithra Babu 2016-02-22 01:05:57 AM
Very interesting application of RFID technology. Both RFID and iBeacon provide powerful proximity solutions. Important considerations like cost, range, accuracy among others need to be kept in mind before deploying a proximity solution. Here is an interesting comparison of both iBeacon and RFID technologies - http://blog.beaconstac.com/2015/10/rfid-vs-ibeacon-ble-technology/

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