Brooks RFID'eas

POS Terminals
The competitive situation facing the retailer calls for wholly new concepts, enabling them to offer higher quality of service and also reduce staffing costs. Entirely new, reactive point-of-sale (POS) terminals let the customer immerse in the world of a product. They transmit facts and knowledge - extra sales messages are professionally conveyed. 

The perfect Sommelier
The interactive terminal recognizes the bottle in the customer‘s hand in fractions
of a second. So the matching advert starts automatically when the bottle is taken from the table. Details of the selected wine are shown to the customer in a short film. The decision to purchase is prompted through the senses. The customer buys with the wanted „right feeling“.

What's at the back of it?
The terminal comes with an RFID system from Brooks Automation. RFID is the abbreviation of radio frequency identification. It is a wireless technology that enables data media to be read without touch and line-of-sight contact. The system consists of RFID labels attached to the bottles, and the reader module integrated in the terminal. The RFID solution is connected to a monitor that interacts when triggered to play back the advertising. This can be short films with a sound accompaniment, or possibly graphics, linked through the smart label with the particular product. 
The application is not restricted to bottles of wine - it can be implemented for intensive and innovative advertising of all products.

Extra benefits
In addition to promoting product features, the terminal also serves as a market
research tool. All performed interactions can be recorded. From the frequency of
contacts and purchasing behavior it is possible, using statistical methods, to detect trends and reveal deficits. Why is a wine looked at and/or tried but still not purchased? Does the design of a bottle, in other words the first impression, play a role in whether someone buys it or not? Answers to this and similar questions are realtime market research, at little cost, and mean a clear advantage over the competition.

 
The advantages of the retailer

• Unique selling feature compared to competition
• Conveyance of the quality and claim of a product
• Information about what the customer is really interested in
• Extra product sales through crossselling Quality assurance by linking to the goods management system

The advantages of the customer

• Support for the decision to purchase by extensive information about the quality and manufacture of the product
• The good feeling that price and performance are right
• In-depth information for wine connoisseurs and those who want to be one
• Ideas for more culinary delights or wine tasting accessories

RFID has also found its way into the world of fashion and actively supports retailers in an advisory and sales capacity.

The „GetALook“ concept is used to refer to one of many applications:
The label of the clothing item is equipped with a transponder label, in which information concerning the item of clothing is stored.

The new-style GetALook fitting room has a monitor installed. Now, when a customer brings an item of clothing into the fitting room to try on, the monitor displays matching suggestions as a means of integrating the original selection.

This helps encourage the customer to purchase a combination of matching accessories rather than just a single item.

The information concerning the selected item of clothing is transmitted to a host system connected to a database.

This facilitates a sophisticated identification system, which is integrated into the fitting room wall. A reader device reads the information from the label, compares this to related database entries and then displays a suggested outfit to the customer on the monitor.

Relevant presentation films illustrate the selected wardrobe and present the customer with inspiration and calmness during shopping in a hectic everyday schedule.

Sales increase
Through targeted suggestions to supplement outfits, a clear sales increase can be achieved. Customers not only purchase the items they need, or which appeal to them, but also matching extras.

Active sales management
It puts you in a position to actively manage sales and encourage targeting of the individual items, which have been included in the range of suggested outfits presented. The result means fewer “leftovers” having to be sold off at reduced prices.

Image boost
It will relieve the especially hectic periods for your salespeople, who will then be better able to focus on regular customers. In the meantime, however, walk-in customers are in the best hands and virtually advised. This will help you clearly stand out from the competition.
   
Information retrieval
The application of intelligent shelves in the sales area will allow you to evaluate which items are taken to be tried on and then hung back up again. Goods, which were not previously shown in their best light, can now be displayed in a manner to optimize sales.

Customer information
While trying on, customers will be able to view the sizes in which the item in question is available. Accordingly, they can be informed in real time whether their desired size is available and need not enquire or engage in 
time-consuming searching for the same.

Customer satisfaction
The virtual advisor supports those looking for outfits, which they would otherwise find difficult and shy away from, and targets salespeople to offer help. The displayed suggestions reinforce customers’ style confidence and thereby increase the will to buy.

Find more information on www.getalook.de

Sure on your feet with RFID technology!

Self-promoting products do not longer belong to trade’s dream world. Thanks
to RFID technology (radio frequency identification) the goods nowadays contactlessly and independently communicate with potential buyers. They tell their stories, provide important information on quality and convince those customers who are in the mood to buy.

How does it work?
In our case the shoe itself becomes the power seller. Equipped with an intelligent label – the so-called transponder – the shoe communicates with the information display, which can be a text oriented display, as well as a high end plasma monitor. An RFID reader is connected, informing the computer about the shoe’s identity. The data base is activated and its contents are then displayed on the screen.

Things like mixing up correct prices finally are a thing of the past. At the inspection of a certain model the appropriate information is displayed. The information even wanders along when the shoe is placed on another shelf board.

In which size is the shoe available?
Is it available in a different colour?
Is it still in stock?

Until now, questions like this could not be answered at first go and required the
staff to check the stock. This search was expensive for retailers and annoying to
customers. RFID terminals, however, enable a comfortable and easy to maintain shopping. In peak time they relieve the sales staff and allow them to concentrate better on the customers.

Goodbye service wasteland! Hello RFID!