Rebecca Minkoff is known for apparel designs in the high-end fashion market. However, after recently integrating her stores with RFID technology she is changing the way retail stores operate.
Minkoff's stores now have interactive tablet mirrors in dressing rooms that link with RFID sensors in every item's tag. The sensors allow for the tablet mirror to provide additional items to be suggested pairings. This marketing ploy, using technology, has been able to increase sales by more than 30%.
The idea of using RFID in retail is to customize the shopping experience. The RFID allows for the fitting rooms to come to life and be interactive. This allows customers to request a different fit, size, or color of an item without having to leave.The enhanced fitting room because of RFID.
While the information the RFID gives to customers is inventive, the feedback it gives the business is invaluable. With RFID the brand can track which items are often tried on, then bought or not. The data creates trends and tracks what products create the highest return.
Not only do they track the item's history, but they track the customers. They record customer information in order to later send emails trying to intrigue them to buy an item they might have tried on, but didn't buy. The data collected through RFID is skyrocketing sales and giving more insight to the products and customers unlike ever before.
The success with stores inspired Minkoff to soon start using RFID for inventory purposes. RFID has many uses and can help a company increase profit while decreasing costs if used properly.
The sales figures are showing positive impact from the RFID tags. However, there are a few problems. The dressing rooms are so small, what is preventing one mirror to pick up an item in another room? The customers are supposed to see the item that they are trying on, not ones that are next door. But with the frequency radius of the tags, it can be difficult to only pick up the items within a very small range while being accurate.
Secondly, when it comes to sales, they have increased, but at what cost? How much does it cost for a RFID tag to be placed in every single item being tagged? Are the sales returns they are seeing worth it or are the tags there just there to provide customers with an unforgettable unique shopping experience?
Lastly, one part the article failed to mention is the privacy of a customer. Some customers aren't comfortable being tracked and monitored throughout their entire shopping experience. Is it possible for a customer to opt out of the high-tech shopping experience? It is highly unlikely considering all items carry the RFID tags. Many could feel uncomfortable mainly in a dressing room with so much technology. If the mirror is also a tablet, many shoppers may feel awkward wondering if there could possibly be a camera. Even though there isn't, speculation could arise causing customers to feel uncomfortable.