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Fashion Retailer Leverages Virtual Shielding to Overcome Stray RFID Reads

Superdry has launched a solution from Nedap that employs the technology company's virtual shielding to prevent spill-over tag reads that had been affecting read accuracy in the retailer's previous solution.
By Claire Swedberg

For management, !D Cloud provides a company- or region-wide overview of inventory and sales in real time, enabling better decision making related to inventory at each location. The software employs GS1-standard Electronic Product Code Information Services (EPCIS) to store all read transactions.

"RFID delivers store inventory accuracy, which allows us to maintain effective replenishment," Eastwood says, while also serving as a foundation for future initiatives that require accurate inventory sounds, such as "click and collect" from store or fulfilment from store. "The other big benefit is ensuring availability of product on the sales floor to maximize sales." In the future, he says, "We are also looking to use RFID throughout the supply chain to track product across the whole journey." This will allow the company to make decisions regarding inventory management earlier. The collected data, he says, "will offer critical insight to manage product in the most effective way."

By the time Superdry approached Nedap, Markwell recalls, the firm already had a very good understanding of RFID and how the technology could be used within its business. "As such, our team needed to get up to speed with the business very quickly," he states. "It was important to make sure that we were on the same page and working together toward the same goal." Superdry, he says, is a fast-paced business with a clear roadmap of what it wants to do with RFID, now and in the future. Therefore, Nedap kept its own focus on delivering a successful and fast rollout, as well as on maximizing the investment already made in RFID.

"Strategic partnerships with customers like Superdry help us to deliver the immediate benefits of RFID, but also push us to develop our !D Cloud solution for the future as well," Markwell says. Having a strategic roadmap, he says, "means we have a clear direction in what we are trying to achieve."

The rollout is expected to be completed in October of this year across all of Superdry's stores around the globe, with initial deployments taking place in the United Kingdom, Europe and the United States. "We are still committed to the original plan to deploy RFID to our full store estate during 2019," Eastwood reports.

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