RFID and the Customer Experience

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RFID and the Customer Experience

• Bill McBeath
• Chief Research Officer
• ChainLink Research

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Agenda

• Research Objectives
• Art of the Possible (Tag n Readerville)
• Current and Planned Areas of Usage
• Case Study
• Lessons Learned and Emerging Best Practices
• Conclusion
• Special Offer

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Objectives of this Research

• Customer Experience Lifecycle
• Broad Spectrum of Industries
• Early Adopters
• Quality not Quantity
• Emerging best practices

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Tagnreaderville Art of the Possible
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What People Are Doing

• 25.3 of Retailers are using RFID in pilot or
  production
• 19.2 plan to start something this year
• Areas of use
• Wireless payment and customer loyalty
• Smart shelves
• Kiosks / Hotspots
• Handheld Readers
• Dressing Rooms
• Loss Prevention

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Where is the Tagging Done?

• Manufacturer
• Retailer at the DC
• Retailer at the store

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Multi-Enterprise Solution
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Measuring Success
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Case StudyTech Museum of Innovation

• San Jose museum, focused on Innovation
• TechTag carry or wear on wrist
• Guides people through the facility
• Hear in English or Spanish
• Keeps track of displays/items of interest
• Personalized website
• Extends the physical visit to online experience
  and vice versa
• Lets groups (class rooms, family, etc.) share
  experience and information
• How Used
• Museum can analyze which displays most popular,
  personalization
• Multi-channel
• Behavior beyond POS data

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Lessons Learned/Best Practices

• Collaborate with vendors/partners with EXPERIENCE
• Measure Success on several dimensions
• ROI
• Customer feedback
• Ensure Integration with Key Data (example CRM)
• Phases not Utopia on day one
• Executive Accountability for the Consumer
  Experience Lifecycle

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Conclusions

• Technology is ready
• Customer must opt-in
• Repeat of other technology/BPR waves early
  adopters will pave way/create pent up demand

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Questions?

• bill.mcbeath_at_clresearch.com
• 617-762-4040 x414
• www.ChainLinkResearch.com