Home Internet of Things Aerospace Apparel Energy Defense Health Care Logistics Manufacturing Retail

Access This Premium Content

Options To Access This Article:

What Subscribers Are Saying

  • "Probably the best investment I've ever made."
    Steve Meizlish, President & CEO, MeizCorp Services, Inc.
  • "I have found that RFID Journal provides an objective viewpoint of RFID. It you are looking for a resource that provides insights as to the application and implications of deploying RFID, RFID Journal will meet your needs, It gives you a broad perspective of RFID, beyond the retail supply chain."
    Mike O'Shea, Director of Corporate AutoID/RFID Strategies & Technologies, Kimberly-Clark Corp.
  • "No other source provides the consistent value-added insight that Mark Robert and his staff do. In a world dominated by press release after press release, RFID Journal is developing as the one place to go to make the most sense out of the present and future of RFID in commerce."
    Bob Hurley, Project Leader for RFID, Bayer HealthCare's Consumer Care Division
  • "RFID Journal is the one go-to source for information on the latest in RFID technology."
    Bruce Keim, Director, Hewlett-Packard
  • "RFID Journal is the only source I need to keep up to the minute with the happenings in the RFID world."
    Blair Hawley, VP of Supply Chain, Remington Products Company

Wheeling Into the Future

RFID-enabled shopping carts can benefit retailers and consumers.
By Alexander C.H. Skorna and André Richter
Aug 06, 2007—By Mary Catherine O'Connor

Why is there a traffic jam in aisle three? What's on sale? And where are all the shopping carts? Now smart shopping carts, fitted with RFID tags and interrogators, are giving retailers new insights into the shopping habits of their customers, while making shopping less of a chore for consumers.

Media Cart Holdings, a retail marketing company, developed an RFID shopping system that's a marketing tool for consumer packaged goods companies and a way for grocery stores to improve shoppers' experiences. ShopRite, a Northeast grocery chain, is currently testing the system at two of its New Jersey supermarkets.

The MediaCart wagon can tell shoppers about special promotions and help them locate items in the store.

Each shopping cart is outfitted with a ThingMagic 4E RFID interrogator, a power supply and a color monitor. The store shelves are fitted with passive EPC Gen 2 tags from Avery Dennison. As a shopper moves down an aisle, the cart reads the IDs encoded onto the tags and sends them via the store's Wi-Fi network to a central MediaCart database, which sends commands back to the cart's monitor to play select video advertisements.

"The ads are based on the [CPG] firm's desire to trigger certain products based on the customer's location," says Jon Kramer, Media Cart's chief marketing officer. For example, a CPG company might run an ad for cookies when a shopper passes the milk display, or the ad could highlight a special promotion for a particular soda when a shopper enters the soft-drink aisle. The revenue from the ads covers the retailer's cost for the system's RFID infrastructure and software, and the carts cost the same as standard ones.

Consumers can use the system to locate a product by keying in the name on the monitor's touchscreen. Media Cart plans to add a new feature to the system that would allow consumers to create shopping lists at home on the retailer's Web site. In the store, consumers could scan their loyalty card on the cart's bar-code scanner, and the cart's monitor would display the list and guide the shopper from one item to the next.

Intelligentz, an RFID systems integrator, has developed an RFID mapping system that tracks the movement of shopping carts, so retailers can glean insights into consumers' shopping habits. A proprietary 2.45 GHz active tag attached to each cart transmits a unique ID number to RFID interrogators mounted throughout the store. Readers with long-range antennas are mounted outside the store to locate carts in the parking lot. The company's Pangaea RF Pro Web-based software collects the tag IDs over Wi-Fi and plots them on a map. Michael Lucas, CEO of Intelligentz, says a large grocery chain has piloted the cart-tracking application and plans to purchase and roll out the system.
To continue reading this article, please log in or choose a purchase option.

Option 1: Become a Premium Member.

One-year subscription, unlimited access to Premium Content: $189

Gain access to all of our premium content and receive 10% off RFID Reports and RFID Events!

Option 2: Purchase access to this specific article.

This article contains 793 words and 2 pages. Purchase Price: $19.99

Upgrade now, and you'll get immediate access to:

  • Case Studies

    Our in-dept case-study articles show you, step by step, how early adopters assessed the business case for an application, piloted it and rolled out the technology.

    Free Sample: How Cognizant Cut Costs by Deploying RFID to Track IT Assets

  • Best Practices

    The best way to avoid pitfalls is to know what best practices early adopters have already established. Our best practices have helped hundreds of companies do just that.

  • How-To Articles

    Don’t waste time trying to figure out how to RFID-enable a forklift, or deciding whether to use fixed or mobile readers. Our how-to articles provide practical advice and reliable answers to many implementation questions.

  • Features

    These informative articles focus on adoption issues, standards and other important trends in the RFID industry.

    Free Sample: Europe Is Rolling Out RFID

  • Magazine Articles

    All RFID Journal Premium Subscribers receive our bimonthly RFID Journal print magazine at no extra cost, and also have access to the complete online archive of magazine articles from past years.

Become a member today!

RFID Journal LIVE! RFID in Health Care LIVE! LatAm LIVE! Brasil LIVE! Europe RFID Connect Virtual Events RFID Journal Awards Webinars Presentations
© Copyright 2002-2016 RFID Journal LLC.
Powered By: Haycco