Instore RFID … Just Like Identity Report (Blah Blah Blah)

The WSJ has a piece about how “Identity Report” style shopper recognition may soon be a reality … (I am feigning jaded-ness, but I confess I am a closet PoP nerd … and recognize the power of the “final yard” (I just hope it doesn’t get too intrusive/ interruptive…)

With help from marketing technologies like radio frequency identification (RFID), in-store ads can be served to customers based on items they’ve recently purchased. Physical appearance will increasingly also determine what ads they see, the Wall Street Journal reports. RFID tags are already included in many retail purchases to help retailers keep track of inventory. As of January 2006, Wal-Mart’s top 200 suppliers were required to add RFID tags to packing crates and pallets. Dunkin’ Donuts began testing dynamic ad-serving technology in two Buffalo, NY stores. Ads at the cash register promote breakfast items to people ordering coffee in the morning. When they pick up their food, different ads prompt them to return for an afternoon coffee break or try an oven-toasted pizza.

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