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London Businesses Adopt Reward Technology's RFID Solution

The Dandy Lab, a men's boutique, says that the system has increased customer retention by 20 percent. Central Working, an office and workspace provider, has been using the system for the past two years.
By Claire Swedberg

When it first opened its doors in August 2015, The Dandy Lab used a different loyalty system, by which discounts were offered to customers at the point of sale (POS), based on the amount of purchases they had made in the past—data that was stored in the POS software along with each individual's loyalty-card number.

"For us, the main goal of the loyalty scheme is to increase customer retention and loyalty, and also provide superior customer service," Bainiaksina says. The store had wanted to provide discounts according to customer behavior. "We also wanted to provide our staff members with the tools that help them to give a better customer service," she explains. "Therefore, we were keen to explore Reward Technology's solution, as it gives an ability to recognize the customers in real time as soon as they walk in through the doors."

The Dandy Lab's Julija Bainiaksina
The company's new Personal Shopping Scheme program, made possible by Reward Technology's RFID-enabled solution, allows subscribed customers to receive 10 percent discounts on all products. In addition, they can view personalized product recommendations.

In addition, The Dandy Lab's staff can view—via data provided by its POS software and Reward Technology's software—who has arrived at the store, along with that person's previous purchases and sizes. Thus, a salesperson can recommend products that the shopper might like.

In the hospitality sector, Reward Technology's systems are being trialed to target VIP customers. First, a guest who is a regular customer of a hotel, or a lounge or other business within that hotel, receives a member card containing a Monza 6 RFID chip. The chip's ID number can be linked to the individual's name and picture.

When that consumer enters the hotel bar, for example, an RFID reader installed at the entrance allows the bartender to view that person's name and image on a computer screen, along with a history of previous orders or favorite drinks or meals. In that way, an employee can greet the customer personally and offer her "the usual."

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