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RFID tags are likely to be entering the mainstream sometime in the next three years, allowing both retailer and producer to understand all kinds of information about the life and times of a particular SKU or product. Now handset makers are looking to make RFID tag data accessible to consumers, via wireless devices.

rfid readers on mobiles

While in store, consumers will have the opportunity to scan the product and get specific information about it. That could be anything from a special offer, to a movie/infomercial clip or even advertising.

As a brand owner, you will have the opportunity to make your product come to life through a combination of wireless based multi-media and RFID. It will develop into another form of media, albeit rich interactive media at the point of purchase. The ability to communicate with the consumer at the moment when they have picked the product up from the shelf and expressed an interest. What will you tell them? How will you try and close the sale? How will you help them find the missing information they need to know?

This technology could easily develop into a glorified promotion, but the opportunity is so much richer than that. Building intelligence into the multi-media interface and having a host of smart, helpful solutions tailored to meet that customer demands will be crucial. Each one especially developed and tailored to reflect brand positioning and voice.

The other bonus will be the rich opportunity for data collection.

In Japan, young consumers are already interacting with an old format of interactive barcode technology called QR. These embedded codes allow users to load a phone number or a website directly into their phone without the hassle of typing it in. This is early stage stuff, but it highlights some of the potential that RFID tags could have as brand communication tools.

qr in japan

food chain uses qr for market research