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Slide 1: RFID and the Customer Experience Bill McBeath Chief Research Officer ChainLink Research www.csasupplychainsummit.com
Slide 2: 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 2
Slide 3: Objectives of this Research • Customer Experience “Lifecycle” • Broad Spectrum of Industries • Early Adopters • Quality not Quantity • Emerging best practices 3
Slide 4: Tagnreaderville – Art of the Possible Source: ChainLink Research 4
Slide 5: 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 5
Slide 6: Where is the Tagging Done? Manufacturer Retailer at the DC Retailer at the store 6
Slide 7: Multi-Enterprise Solution 7
Slide 8: Measuring Success 8
Slide 9: Case Study—Tech 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 9
Slide 10: • Collaborate with vendors/partners with EXPERIENCE • Measure Success on several dimensions – ROI – Customer feedback Lessons Learned/Best Practices • Ensure Integration with Key Data (example: CRM) • Phases – not Utopia on day one • Executive Accountability for the Consumer Experience Lifecycle 10
Slide 11: Conclusions • Technology is ready • Customer must opt-in • Repeat of other technology/BPR waves – early adopters will pave way/create pent up demand 11
Slide 12: Questions? bill.mcbeath@clresearch.com 617-762-4040 x414 www.ChainLinkResearch.com www.csasupplychainsummit.com