Prada Personalizes Customer Experience With In-Store Rfid
Prada is using RFID Tag-It smart label technology from Dallas-based Texas Instruments Radio Frequency Identification (RFid) Systems at its Epicenter store in New York City. TI's RFid smart labels identify customers, merchandise and link individual shoppers with information about their selections before and after they make a purchase.
Texas Instruments RFid tags and readers are implemented at numerous points throughout the Prada Epicenter store to identify products, devices and staff. Prada sales personnel are equipped with a wireless RFID hand-held reader that gives them up-to-date access to inventory and customer information stored in a centralized database. Sales personnel also use the device to read RFID-tagged products and identify staff wearing RFID clips. The device also controls video screens throughout the store, which demonstrate products on the runway, show collection photographs and designer sketches, while providing more in-depth information about the color, cut, fabric and materials used to create Prada merchandise.
In the dressing rooms, RFID readers identify all merchandise a customer brings inside and displays garment information on the interactive video touch screen display. From the touch screen, customers can access product specifications as well as alternative and complementary items and accessories.
"Prada is a spectacular example of a retailer delivering on new forms of customer interaction and CRM," said Tres Wiley, strategy manager for emerging markets, Texas Instruments RFid Systems. "The result of its work in enhancing the customer shopping experience is truly taking full advantage of several cutting-edge technologies."
