Impinj and Pittsfield ID have been working together since 2009. Pittsfield ID’s Customer Experience division, known as inMotion Retail Marketing, has created an RFID system to improve the in-store shopping experience for consumers by providing them with real-time information about the products that they are interested in. Every time a shopper picks up an RFID-tagged item from a display wall, inMotion’s software, using an Impinj Speedway® Revolution reader detects the item’s movement and triggers a video display with promotional messages and information on the selected product. The system is being used by retailers around the country, including New Balance and several other well-known brands. We talked to Frederick Bleckmann of Pittsfield ID to learn more about the solution.
- What are some applications that are using the inMotion Retail Marketing system?
- What is the in-store experience for shoppers?
The majority of systems we have in place are in either sporting equipment or footwear, however we have several projects that will hit retail locations this year that expand into women’s handbags and personal electronics.
Athletic footwear, hiking boots and sporting equipment all have a technical story to tell as well as a brand story. The relationship between the shopper and the desire for that shopper to gather information is well understood. Our solution packages those compelling and consistent brand stories and delivers them to the shopper right at the point of interest—when they pick the item up off a shelf. We combine that interaction with data to measure the interest of customers, to create a powerful solution for retail stores that delivers real insights into customer behavior.
In most retail situations we are mindful to lead with the product; keeping the technology in the background. The first engagement is intuitive, with shoppers simply interacting with products in a normal manner. The technology detects the movement of product and responds, inviting the consumer to view customer reviews, lifestyle and demo videos or touch their way to choices on color, size, etc. for the product.
We understand through the information we collect that inMotion will increase the activity of products, meaning consumers will pick up and handle 45% more items when they are provided with this seamless interaction. As more shoppers interact with and learn about a product, the conversion rate of that product will increase. Consumers also increase their wallet share with brands they can identify with and feel a connection with brands. inMotion is a tool that brings a brand’s message directly to consumers.
- A recent Cisco survey shows that:
- Nineteen percent of respondents were influenced to make a purchase with digital “inspiration” triggers.
- Thirty percent use online videos to choose the right product or service.
- Fifty-one percent of U.S. respondents now use or want to use an in-store kiosk for self-service of accessing web-based content.
- Forty-two percent of U.S. respondents use or are interested in using video screens or video walls within the store to make buying decisions.
Brand owners are able to communicate a consistent message, customer reviews and correct information directly to the consumer in the brick and mortar store, taking the impactful media pieces they have created for online experiences and bring them to the retail space.
Shoppers are getting accurate data on demand about the exact product they have shown an interest in and, in many cases, the ability to utilize touch features on the screen to dive deeper into a product discussion.
Brands and retailers also learn valuable merchandising information about product activity and consumer interest.
We find that brands and retailers are excited to move forward with our solution based on its own benefits and do not focus on cross collateralizing the technology with other uses. However, once RFID tags are being used in retail on a greater scale we feel our solution will be embraced as a clear way to leverage an existing technology to help sell and market the products that are being tagged for inventory.
Frederick Bleckmann is a Retail System – User Experience Architect and founder of the inMotion™ retail marketing system. He has 16 years of experience working with major brands on projects from brand authentication to retail customer experience, 14 years of experience with RFID and has been granted eleven US patents. Frederick brings a solid technical knowledge base along with creative thought process to help customers find the solution that best fits their brand.