Who needs a store employee in the cosmetics department when you have radio frequency identification (RFID) tags and readers?
The Japanese department store chain Mitsukoshi is involved in a RFID trial with the cosmetics firm Shiseido as part of what is being called the "department store of the future."
The test involves embedding tags on a number of Shiseido cosmetics. Customers picking up products can get information on the particular item by holding it up to an interactive screen with a RFID reader. The idea is to provide consumers with an "electronic concierge" that will be able to help them when a store clerk is not available. In theory, it should speed up service and improve customer service.
On the marketing and merchandising insights side, the information gathered will provide a clearer picture of how consumers evaluate and sample products.
"Since two years ago, Mitsukoshi and the Department Stores Association were already doing this type of field trial, and they decided to bring this to the cosmetic floor," Mari Hayashi, Shiseido's public relations representative, told RFID Journal. "Then they asked us to collaborate on this."
Shiseido has attached RFID tags to a number of cosmetics displayed in tester stands. The stands are embedded with readers that can capture how customers sample items before deciding to make a purchase or not.
Staff in the store is supplied with tablet PCs with readers to track a customer's history at a particular counter. The PC also contains overall profiles and purchasing histories of registered customers.
Amy Ishida, Fujitsu's Tokyo director of public and investor relations, said, "Displaying the purchasing history on the screen will enable the customer and salesperson to see details regarding which products the customer purchased, and when, without needing to rely on memory."
In a separate portion of the trial, Shiseido is testing RFID tags along with PCs with readers in a variety of virtual homes.
"In the future, some customers who do not have time to view product information in-store may prefer to view such information at home," Ms. Ishida said. "Yes, it is anticipated that some customers may wish to have a tag reader at home."
Discussion Questions: Do you see a future where radio frequency identification tags and readers create the types of shopping and home environments envisioned by Mitsukoshi, Shiseido and Fujitsu? Just how far will RFID or other technical advances take retailing in the years to come?