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Enabling interactive shopping experiences with RFID

Two innovative retailers will present new case studies showing how radio frequency identification (RFID) technologies can boost sales and improve the customer shopping experience, at the second annual RFID Journal--AAFA Apparel & Footwear Summit, which takes place from 20 - 22 August 2007, at the Metropolitan Pavilion in New York City.

"The use of RFID in a store has been proven to increase sales by as much as 5%," says Neco Can, co-owner of the Industry Standard, a new shop targeting young consumers. "We're taking it a step further by not just using RFID to improve the on-shelf availability of products, but also to improve the shopping experience through social shopping. This is the future of retailing."

The Industry Standard is using RFID transponders in hang tags on all products sold in the store. The technology allows shoppers to receive more information about the products, and to share that information remotely with friends via cell phone.

Nick Tentis, a British designer with his own fashionable boutique, is also using RFID in the form of an interactive magicmirror that incorporates an RFID reader linked to a digital display, to provide product information to consumers. When a customer brings a tagged item near the mirror, the system displays a description of the garment, as well as other available colours and sizes. It also suggests accompanying accessories and helps retailers up-sell and cross-sell. "The use of RFID and other types of technology helps our customers to relate to our brand and enables us to give them a better service," says Tentis, who will be presenting a case study on his company's use of RFID for the first time.

"RFID is about more than just cutting costs, so we're pleased to have two retailers presenting at the RFID Journal--AAFA Apparel & Footwear Summit who can show how it can be used in the store to appeal to young, tech-savvy consumers," said Mark Roberti, founder and editor of RFID Journal. "This is the only event where companies can learn how to use RFID to improve the way they do business, from managing raw material to completing the sale."

Other featured speakers will include:

  • Bill Holder, CIO of Dillard's
  • Frank Cornelius, RFID project leader for New Balance
  • Götz Pfeifferling, CIO of Lemmi Fashion, a European apparel company that has expanded the use of RFID throughout its operations
  • Philip Calderbank, director of global marketing for RFID and security at Avery-Dennison RFID
  • Marshall Kay, RFID practice leader at Kurt Salmon Associates
  • Patrick Javitt, apparel representative for EPCglobal
  • Mark Roberti, editor and founder of RFID Journal

"This is truly the must-attend event for the apparel and footwear industries," said Mary Howell, VP of industry relations for the AAFA. "It's the one place where executives in the apparel and footwear industries can get objective information about a much-hyped new technology, and see exactly how it can - and can't - help them improve the way they do business."

RFID Journal, is a media and events company covering radio frequency identification technology; and the American Apparel & Footwear Association (AAFA), is the trade association for the apparel and footwear industries.

For more information, please visit the RFID Journal--AAFA Apparel and Footwear Summit Web site at


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