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RFID Tags For The Rich
Greedo writes "While reading this piece about designing 'experiences' in the Globe and Mail, I came across this interesting tidbit: If you're a frequent Prada shopper (and who on /. isn't?), the loyalty card in your wallet or purse contains a RFID tag that announces your arrival in the store. When you encounter a saleswoman, her handheld computer brings up your tastes, buying history, vital statistics and personalized suggestions from in-stock and coming inventory; the handhelds also place orders and book change rooms. Every item for sale bears an RFID tag. The RFID tags are courtesy of IDEO, and their website has a nice write-up of all the RFID-powered stuff at Prada, including the changeroom! I'm guessing this isn't coming to Wal*Mart's changerooms when they implement RFID. (Another write-up can be found here.)"
So what would it take to create a small device to send out random RDIF signals (a 'white noise' generator)?
Yet another attempt to add the personal touch to the cold world of business.
I'm not trying to flamebait, just make an observation. The days of going to your friendly local are over, and now the store assistants don't even need to think or recognise, they simply wrap digital information in comforting words and give you a nice smile.
...of the scene in Minority Report where he walks into The Gap and based on his retina scan is offered another set of pants similar to the ones he's bought there before...
It creeped me out then and it creeps me out now.
My login name for Amazon.com does the same thing when I walk through the door of their e-Store. GOD HELP US ALL THEY ARE AFTER US!!!11!
What's involved in reading an RFID? Is there a standard on what is on an RFID, with vendor ID's set aside as in Ethernet MAC addresses, or is it just a generic number format like with barcodes?
It would be interesting to get a nice, sensitive, portable RFID antenna hooked up to a laptop and go, uhm, war-walking...
My Other Computer Is A Data General Nova III.
Some people seem to think anything RFID has to be bad. This proves that doesn't have to be the case. These folks are open about the use of the RFIDs and they use it to provide real value to the customer. There's nothing wrong with that at all.
Compare/contrast to Wal-Mart which isn't open about the use of RFIDs and doesn't give the customer anything of value when they're installed. Since the customer knows nothing about the RFIDs, they don't have real choice in whether they want "to participate" in potentially privacy invading information gathering. Prada, by being open about the tags, alows the customer to simply shop somewhere else if they don't like them.
TW
Just listen to this other real human being who have successfully shopped for an article of clothing at Prada:
"I enjoyed my experience at Prada, and especially the changing rooms. When I had completed my trying on of an article of clothing, I was free to leave, uncooked and totally alive. It is a good store."
So take it from me, Zalgon-23-Prada: our changing rooms are the best! In fact, you should go in them even if you have no intention of trying on any articles of human clothing. I should know, as I am a human being just like yourself.
"I see you're trying to put your trousers on two legs at a time."
Sheesh, evil *and* a jerk. -- Jade
and welcome to WalMart. My name is Cletis and I will be your personal saleman. Your most recent purchases include one Remington Bolt Action 700 CDL, two First Response Pregnancy Tests, and a case of motor oil. [Click, click, click] Can I interest you in a 1 Gallon Jar of Pickles?
sig
...part of me says, who cares?
Yes yes, I see the privacy concerns. But on the other hand, people in stores currently aren't exactly trying to remember who you are and what you like. If they have a palm whatever to give them a better understanding of your tastes, they can be far more helpful in less time.
Getting past the personal buying history, however, those dressing rooms are certainly okay in my book. I like the idea of tags in the clothing displaying information on a screen, and come on... that "magic mirror" would make trying on clothing so much more enjoyable an experience. (At least, for those of us who actually care enough to put some effort in the way we dress.)
The frequent Prada shopper does not just shop in one city. They will expect the same level of 'courteous' service in New York, Paris, Los Angeles, and perhaps Milan; these RFID tags will give it to them.
It's not all that bad of an idea. I suspect that these shoppers will not be plagued with advertisements or other spam; they are rich, after all, and not the average dime-a-dozen consumer. The advertisers will be desperate not to offend them.
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Together, we will drive the rats from the tundra.
How can Prada afford all this technology and still only charge $1000.00 for a handbag?
Why not? We already monitor their breeding habits (Paris Hilton, Pam Anderson, etc.) It's purely for scientific purposes, I assure you.
From the article, the changing rooms are made of clear glass that goes opaque when you and your RFID tag enter. "Once inside, the customer can switch the doors back to transparent at the touch of a switch, exposing themselves to onlookers waiting outside the room."
Are you thinking what I'm thinking?
You shall see a cow on the roof of a cotton house.
Small, isolated? Try 1 block from downtown financial center. Not a high-end clothes shop, either. No sir- a deli.
I started stopping there for a egg/bacon/cheese bagel, and on the second day- the woman looked at me and said "egg bacon cheese bagel, and an OJ, right?" Third day, i got a warm greeting and I knew she still remembered. This isn't a small place- it's directly across from South Station, and opposite One Financial Center. A lot of construction-guy types from the Big Dig and area renovation go there, as do limo drivers and local/state cops. The place is almost always bustling, and I've seen other customers get the same recognition.
All of this just goes to show that if you want to be successful, it's all about establishing a relationship with the customer, and that's the job of the sales person. It can't be automated, because if the customer sniffs that- they suddenly realize they're just a sheep of hundreds and they're not impressed in the slightest beyond the gee-gaw gadgetry of it all.
Who do you think will establish more long-term relationships at a high-end clothier- the salesperson with this palm thingy who does the in-person version of "let me pull up your records", or the salesperson who turns around, recognizes an important customer, and says, "Ah, Mr. Jones! Good to see you again. How did the alterations work on your dinner jacket?"
Please help metamoderate.
Why can't we just tag rich people the old fashioned way, by knocking them out with tranquilizer darts and stapling plastic bracelets around their ankles while they're asleep? It works pretty well with grizzlies...
In response to many of the posts above, this anonymous coward who has worked extensively with supply chain rfid solutions would like to submit the following:
4 /1/2/ for more info and a link to a major newspaper story
_ WalMart was testing RFID retail solutions on individual products BEFORE they pulled back from the gillette tag project. See http://www.rfidjournal.com/article/articleview/65
_ Data collected by RFID in the retail environment is pretty inocuous compared to what is already collected. Wheter you use a 'club card' or not, if you've ever payed for a purchase with a credit card there is a name & address associated to your detailed purchases.
_ RFID tags can't be read by potential theives or evil conmen. The technology as-is is pretty crappy right now, and the range required to read tags small enough to fit on an individual product is within a couple inches. Portals/readers have to be specifically tuned to certin tag formats as well. Suffice to say, unless the 'evil doers' have the ability to hold the actual item -- and the right hardware to read the specific tag, they dont have a shot in hell at reading it. If that doesn't address your concerns, then how about this: newer tags implement self-destructing features, that allow a 'die now' command to be sent when scanning to render them useless -- just to be safe.
_ RFID tags function poorly around metals and machinery from interference. They're pretty bad around water and paper/wood too.
_ Everyone touts the Prada store's accomplishments for the past two years. Its old news -- and no one ever mentions that the stuff never works. Go by the store, ask for a demonstration. Watch the employees cross their fingers or laugh. Go on... The Prada store is only functional as a PR piece.
All of the outcry and reservations about RFID is just plain stupid -- the technology only makes current supply chain tasks easier. The only negative effect on consumer privacy they exert, is detracting attention from the invasive climate THAT ALREADY EXISTS.