Retail customers appear open to the use of radio frequency identification (RFID) as long as they are aware of it, according to a study presented at an RFID Workshop hosted by the Federal Trade Commission (FTC) last week. Conducted for the National Retail Federation by Capgemini, "RFID and Consumers: Understanding Their Mindset" takes an in-depth look at consumers' attitudes concerning the development and implementation of RFID.
According to the study, consumer awareness of RFID is low at this time, with 77% saying they are not familiar with the technology. Among those who have heard of it, their perceptions are mixed, with most viewing RFID favorably (42%) or having no opinion (31%).
"The study clearly speaks to the need for consumer education," said Brad Callahan, vice president and leader of Capgemini's North American Consumer Products, Retail and Distribution practice. "To fully realize the benefits and potential of RFID, companies must gain the trust of the consumer before RFID tags appear in their shopping carts."
RFID technology provides a variety of possible benefits to consumers. The potential benefits that were most important to those surveyed include: Faster recovery of stolen items (71%), consumer savings stemming from reduced operating costs (66%), improved security of prescription drugs (65%), faster/more reliable product recalls (62%) and improved food safety/quality (62%).
To further RFID education, the NRF has unveiled a new service for retailers and consumers: The RFID Resource Center, located at www.nrf.com/rfid. It provides a source of information related to RFID. Visitors will gain access to RFID news, original research and the latest trends.
"RFID is quickly becoming a reality for retailers," said NRF Chief Information Officer David Hogan. "This resource center is designed to keep retailers informed with the latest developments and reach out to consumers to create awareness of the exciting benefits of this emerging technology."
