How can RFID improve promotional and marketing incentives?
Companies such as Kimberly-Clark, Procter & Gamble and many others are using RFID to track the location of promotional displays in the supply chain and within RFID-enabled stores. By knowing that promotional displays are not where they need to be, these companies can proactively work with retailers to get displays out, thereby increasing sales. RFID also has the potential to improve in-store marketing by enabling retailers to advertise to shoppers depending on where they are in the store. Shopping carts with smart terminals containing an RFID reader can read tags on shelves and, say, promote beer on sale when the consumer is in front of the beer section in the store. In the future, when more individual products are tagged, some envision readers in carts identifying products and pitching related items. For instance, when a customer places lettuce in a cart, the smart terminal might flash an ad for salad dressing.
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