RFID in Retailing and Customer Relationship Management

Radio Frequency Identification (RFID) is a hot topic in retail supply chain management [Behrenbeck, Küpper et al. 2004]. Yet, a recent study predicts “that the true benefits of RFID for retailers will be in enhanced marketing opportunities” [Sharpless 2005]. Research on RFID for marketing purposes is still rare giving the opportunity for more specific research on how RFID will influence business to consumer (B2C) marketing and services [Curtin, Kauffman et al. 2005]. Apparel retailing will most likely be one of the first industries to adopt item level tagging and thus benefit from those new marketing opportunities [Chappell, Durdan et al. 2003; Kurt Salmon Associates 2005]. This paper investigates the opportunities of RFID to enhance B2C marketing of apparel retailers. The paper presents six out of 17 developed RFID applications that support relationship marketing of apparel retailers to better recruit, retain, and recover customers. The RFID applications are classified by the marketing goals they fulfill and the marketing phase they support. The authors describe the use of each RFID application exemplified, and evaluate the additional value for the customer company relationship as well as the feasibility for apparel retailers to implement the application into practice

Developing a supply chain framework for omni-channel presence: retailer omni-channel knowledge framework

Confidential until 18. May 201

A Cost Benefit Calculator for RFID Implementations in the Apparel Retail Industry

The apparel retail industry is on the one hand facing challenges from increasing competition, consolidations, and thus increasing pressure to reduce costs. On the other hand, customers are getting more demanding, resulting in shorter fashion cycles, and demands for new customer experience. RFID technology is supposed to raise efficiency and to enable innovative customer service offerings. Besides cost savings, benefits are expected to arise from newly designed RFID applications and customer insights from analyses of shop floor data. Recently, apparel retailers started to investigate this technology, resulting in several trials and pilots world-wide. However, the business case of RFID in the apparel retail industry is not clear. Based on the findings of a real-world deployment, our contribution presents a cost-benefit calculator that is specifically designed to meet the requirements of apparel retail industry RFID implementations

The RFId Technology for Monitoring the Supply Chain and for Fighting against Counterfeiting: A Fashion Company Case Study

The purpose of this chapter, after a brief literature review, is to analyse how the RFId technologies applied by an Italian fashion firm, Oscalito, contribute to monitoring the supply chain and are a useful tool to fight against counterfeiting, enhancing the Made in Italy. In the textile sector, characterised by a short and constantly evolving production cycle, the RFId technology has enormous potential. According to Regulation (EU) No 1007/2011 on textile fibre names and related labelling and marking of the fibre composition of textile products, consumer protection requires transparent and consistent trade rules, including as regards, indications of origin. When such indications are used, they should enable consumers to be fully aware of the origin of the products they purchase, so as to protect them against fraudulent, inaccurate or misleading claims of origin. In this context, RFId technology has emerged as a valid support for the company not only to monitor the supply chain, especially with reference to inventory management, waste disposal, logistics and transport, but also to protect the Italian origin of production. This study also has some limitations, typical of the applied methodology

Empirical Evidence of RFID Impacts on Supply Chain Performance

Purpose - The purpose of this paper is to investigate the actual benefits of radio frequency identification (RFID) on supply chain performance through the empirical evidence. Design/methodology/approach - The research reviews and classifies the existing quantitative empirical evidence of RFID on supply chain performance. The evidence is classified by process (operational or managerial) and for each process by effect (automational, informational, and transformational). Findings - The empirical evidence shows that the major effects from the implementation of RFID are automational effects on operational processes followed by informational effects on managerial processes. The RFID implementation has not reached transformational level on either operational or managerial processes. RFID has an automational effect on operational processes through inventory control and efficiency improvements. An informational effect for managerial processes is observed for improved decision quality, production control and the effectiveness of retail sales and promotions coordination. In addition, a three-stage model is proposed to explain the effects of RFID on the supply chain. Research limitations/implications - Limitations of this research include the use of secondary sources and the lack of consistency in performance measure definitions. Future research could focus on detailed case studies that investigate cross-functional applications across the organization and the supply chain. Practical implications - For managers, the empirical evidence presented can help them identify implementation areas where RFID can have the greatest impact. The data can be used to build the business case for RFID and therefore better estimate ROI and the payback period. Originality/value - This research fills a void in the literature by providing practitioners and researchers with a better understanding of the quantitative benefits of RFID in the supply chain

To what extent luxury retailing can be smart?

The aim of this paper is to explore how luxury brands use new technologies in the context of smart retailing. Building on qualitative data from multiple cases from the luxury industry, our analysis reveals that this sector is conscious of the benefits of using smart technologies as marketing tools, while the effective use of these innovative systems is still limited. However, studies on innovation forces affecting the retail industry are still limited in luxury sectors. The study provides an empirical contribution to the emerging topic of smart retailing with an emphasis on the luxury sector through its in-depth investigation of the usage of smart technologies by the firms studied

オムニチャネル小売業におけるファッション商品の品切れに対する対応のモデル化分析

筑波大学 (University of Tsukuba)201

RFID Demystified: Part 3. Company Case Studies.

In the previous two parts of RFID Demystified we have discussed the technology, possible benefits and areas of application for with Radio Frequency Identification (RFID) systems. In this final part we review Company Case-Studies of those who have decided to apply the technology within their organisation. It will be seen that considerable benefits are being experienced within some organisations, pilot applications are increasing our learning and providing a foundation for the future success of projects in this area