River Island deploys RFID and other tech to put customers into new clothes

River Island, which has 250 stores in the UK and franchised and partner locations in North America, Europe and the Middle East, uses RFID and other digital tech to make it easier for customers to find and try on clothing. “Because we’re RFID-tagged, you can take four or five items into a fitting room, you hang them on the hook, and a screen pops up and it tells you exactly what you’ve taken into the fitting room,” said River Island CIO Adam Warne. “And then if you want a different size, you can press the screen and somebody will bring you a different size. So, it’s effectively a customer-enhancing experience that saves some hassle.”