Title :
RFID diagnostics of promotion execution
Author :
Hacker, Patrick A. ; Floerkemeier, Christian ; Sarma, Sanjay ; Schuh, Günther
Author_Institution :
Fraunhofer IPT, Aachen, Germany
Abstract :
Previous studies have shown that many consumer goods manufacturers believe that their promotions are not well executed in retail stores. One common concern is that in-store promotions are not synchronized with television and online advertising campaigns. In recent years, RFID has been actively promoted as a tool to improve in-store promotion execution. This paper presents the results of a study in which promotional displays were tagged with RFID tags and tracked as they moved from a retail distribution center to a number of different retail stores. The analysis shows that only 28% of all displays are placed on the shop floor within +/-3 days of the official promotion launch. Our analysis suggests that by adjusting the timing of the delivery to the store the performance could be improved such that 87% of all displays are present on the shop floor within this time frame. The results confirm that RFID is a useful diagnostics tool to measure promotion execution performance and to identify business process shortcomings. The results also suggest that a continuous measurement via RFID is not required to improve performance.
Keywords :
advertising; consumer products; goods distribution; information services; promotion (marketing); radiofrequency identification; retailing; synchronisation; television applications; RFID diagnostics tool; RFID tags; business process shortcomings; consumer goods manufacturers; delivery timing; in-store promotion execution; official promotion launch; online advertising campaigns; promotional displays; retail distribution center; retail stores; shop floor; synchronization; television campaigns; Appropriate technology; Computer hacking; Decision making; Displays; Manufacturing; Marketing and sales; Performance analysis; Radiofrequency identification; Tracking; USA Councils; RFID; business process analysis; promotion execution;
Conference_Titel :
RFID, 2010 IEEE International Conference on
Conference_Location :
Orlando, FL
Print_ISBN :
978-1-4244-5742-7
DOI :
10.1109/RFID.2010.5467278