L.L.Bean Turns on In-Store Video with RFID
L.L.Bean is testing a new system that uses radio frequency
identification technology to determine when a shopper handles a specific product
and then triggers a nearby video screen with information about the item, according
A number of retailers are installing the system, known as InMotion
Retail Marketing developed by Pittsfield ID Technologies, including an unnamed
large consumer electronics retailer that plans a 300 store deployment.
of the system is not to change anything about the way consumers shop the store.
L.L.Bean store in Freeport, ME testing the technology deployed multiple antennas
on a 12 by 10 display wall of men’s hiking boots. About 30 pairs of shoes were
tagged and the wall included a video screen connected to a server with digital
ads, graphics and information about the individual boots, according to RFID
The system will track movement data to determine how many times
a particular boot was picked up and the length of time shoppers held it. This
information will give L.L.Bean a better understanding of consumer interest
in a given product. The retailer will also be able to develop a correlation
between media plays and actual purchases.
Discussion Questions: What do you think about systems that use RFID to link products to promotional videos and other information? What do you see as the opportunities and challenges around the technology as it is being deployed by L.L.Bean?