Designer fashion retailer Prada is using radio frequency identification (RF-ID) tags at its Epicentre store in New York to identify shoppers and merchandise and create personalised presentations for them at interactive kiosks.
Tag readers around the store automatically pick up information about products and trigger video catwalk presentations of the relevant merchandise on display screens. In fitting rooms, customers can scan the tags to see product specifications about suitable accessories displayed on an interactive touchscreen.
The system, using Texas Instruments' Tag-it RF-ID labels, has been developed by UK systems integrator KTP. 'It gives customers a unique interactive shopping experience while providing Prada with the kind of customer relationship management that most companies can only dream about,' said KTP managing director Jon Lowe.
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