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... first part of the interview covered the general attitude of the company toward RFID (Figure 1). The status quo of RFID research within the company including possible tests and implementations as well as challenges of implementing RFID got discussed. Also the plans about how to proceed and deal with the technology in the near future have been asked ...
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... In detail, in terms of the focus on where offerings are taking place, namely, in the context of the interactions, proximity marketing is attracting the interest of both scholars and practitioners. In this regard, scholars such as Uhrich et al. (2008), Slettemeås (2009) andYeh (2013) state that proximity marketing provides tangible benefits for consumers, such as time and services like shopping, cash register, delivery, and money savings (i.e., through sales promotion). Also, Agostini et al. (2005) state that the main goal of proximity marketing is to provide targeted location-aware advertisements about sales on items contained in a user's personal shopping list. ...
... Several authors (e.g. Loebbecke et al. 2008;Uhrich et al. 2008;Choi et al. 2015;Melià-Seguí et al. 2013;Serra et al. 2011) describe the use of RFID to provide recommendations and information about garments inside the fitting room. However, to the best of our knowledge the use of such technology to trigger an alteration of the fitting room's ambience has not previously been proposed. ...
... The third stream, RFID in fitting rooms, takes into consideration the progression of item-level RFID and looks at how this opens for detailed monitoring of visual merchandising efficiency, correction of individually misplaced items and instore product flow (Loebbecke et al. 2008;Choi et al. 2015) and enables interaction with e.g. smart dressing rooms, displays and mirrors to improve the shopping experience (Loebbecke et al. 2008;Uhrich et al. 2008;Choi et al. 2015;Melià-Seguí et al. 2013;Serra et al. 2011). ...
In order to remain attractive and economically viable whilst supplementing online presence, physical stores need to play to their strengths and engage customers in novel ways. Stores have the possibility to act as experimental arenas, where customers can browse apparel through interactive installations and try on products in semi-realistic situations. For fashion retailers, however, the average fitting room experience is rarely representative of actual use. The product range is often diverse and varies with seasons, which makes it difficult to create a one-experience-fits-all fitting room. In this paper, we present a concept for a new customer experience. By exploiting automatic single item identification using RFID, we propose a fitting room that adapts to the products that enter the fitting room, using video projection mapping, magic mirrors and screens, lighting and sound. This allows different types of customer engagement prior to the point of purchase, opening up new possibilities for integrating product information, recommendations, clienteling and social media. Some expected benefits are illustrated through a set of user scenarios.
... Thus, Proximity Marketing adapts the marketing offer and personalizes it, in real time and in terms of the customer's location. In addition, Proximity Marketing provides tangible benefits for consumers, such as time (shopping, cash register, delivery) [7,8,9] and money savings (promotion) [8]. These prove to be well-known advantages desired by consumers that are leading to an enriched experience with the service. ...
More and more companies are adopting Proximity Marketing, an emerging form of marketing enabled through wireless technology. This chapter presents how companies can use Proximity Marketing to enhance their service experiences through a real-time mass customization and personalization of their promotions. Data collection was performed through a multi-case study approach of companies that are currently or have been using Proximity Marketing to enhance their services or the customer experience. Data analysis was performed to extract several variables namely the potential and actual benefits, how the offering is customized and personalized by Proximity Marketing as well as important issues relating to consumers. Our findings illustrate that very few empirical studies have been performed on the topic, which is consistent with an emerging field of research. Recommendations for further studies are addressed. Finally, managerial considerations and recommendations that will contribute to a company’s positive brand image and return on investment are presented.
... This is quite surprising given that privacy protection is perhaps the most publicized issue associated with RFID applications (Astani and Bjorke 2007) and that it has received considerable media attention during the introductory phase of passive UHF RFID (Boeck et al. 2011). Researchers interested in the phenomenon have found consumer-oriented RFID research to be limited (Pramatari and Theotokis 2009), fragmented (Slettemeas 2009) and rare (Uhrich et al. 2008). This lack of research clearly stands out and is at odds with the fact that consumer acceptance is the primary challenge faced by organisations trying to implement RFID (Goel 2007). ...
Academic research into RFID technology has largely neglected ethics. What scarce research was being performed has now dwindled despite having some consumers continue to express their ethical concerns. This article aims at reducing this apparent void by exploring the antecedents that cause the public to react when consumers are targeted by RFID technology. Through the analysis of 11 real RFID implementations used to target consumers, our research indicates that several factors can influence consumer response through the distinct nature of the technology, namely, (1) Customization of communications, (2) Imposition of tag use, (3) Segmentation and targeting, (4) Modified role of the sales representative, (5) Physical distance between the consumer and the tag, and (6) Security of transactions. The article then proposes a construct to determine the risk of raising consumer ethical concerns. The construct of “Connective Proximity” and its three components (physical proximity, exposure time, and information proximity) are defined. Our research highlights the need for further studies on the ethical considerations of tagging humans and specifically tracking consumers when performing marketing activities with RFID technology. Our article aims at invigorating research on this topic, which has a lot to contribute to both society and corporations.
... Germany's retail industry as a context (Uhrich, Sandner, Resatsch, Leimeister, & Krcmar, 2008). The technology environment as a context (Fehrenbacher & Helfert, 2012). ...
... Complexity negatively associates with RFID adoption intention. Uhrich et al. (2008) RFID in CRM Germany Retailing RFID can help relationship marketing of the retailing industry in recruiting, retaining, and recovering customers. Significant applications of RFID could serve as "one face to the customer", "information terminals", "interactive advertisement displays", "individual pricing", "value-added services", and "recommendation systems". ...
Situated in an emirate’s farming industry, this ethnographic study develops a framework to help bridge the existing knowledge gap about what and how local contexts interact with emerging technology, RFID in particular. Findings suggest that numerous local factors pertaining to the researched emirate’s unique environmental, project, cultural, and societal/political contexts shape and/or are reshaped by RFID implementation. For example, geographic landscape demands systems modification and device adaptation; religious custom increases project difficulty, and the systems, in turn, requires changes in certain religious practice; the notion of social sustainability establishes objectives for RFID project, while the latter helps reshape social welfare systems. As these local factors have rarely been empirically examined, my framework can help contribute to future RFID implementation in different local contexts. More specifically, insights gained urge stakeholders involved to carefully manage unique factors of the emirate or similar contexts for intended RFID projects. The findings also suggest that stakeholders should be aware of RFID’s reshaping effects on the local context particularly because those effects might be unexpected.
... Thus, Proximity Marketing adapts the marketing offer and personalizes it, in real time and in terms of the customer's location. In addition, Proximity Marketing provides tangible benefits for consumers, such as time (shopping, cash register, delivery) [7,8,9] and money savings (promotion) [8]. These prove to be well-known advantages desired by consumers that are leading to an enriched experience with the service. ...
More and more companies are adopting Proximity Marketing, an
emerging form of marketing enabled through wireless technology. This article
presents how companies can use Proximity Marketing to enhance their services
and experiences through a real-time mass customization and personalization of
their communications and promotions. Data collection was performed through a
multi-case study approach of companies that are currently or have been using
Proximity Marketing to enhance their services or the customer experience. Data
analysis was performed to extract several variables namely the potential and
actual benefits, how the offering is customized and personalized by Proximity
Marketing as well as important issues relating to consumers. Our findings
illustrate that very few empirical studies have been performed on the topic,
which is consistent with an emerging field of research. Recommendations for
further studies are addressed. Finally, managerial considerations and
recommandations that will contribute to a company’s positive brand image and
return on investment are presented.
... This article therefore examines the extent to which the usefulness and risks -real and perceived -linked to the commercial use of RFID technology with consumers, especially children, impact adoption by endusers. Today, consumer knowledge of the use of this type of technology remains sparse and fragmented, and practically no research has been conducted into related marketing applications (Pramatari and Theotokis, 2009;Slettemeas, 2009;Uhrich, 2008). Additionally, research has focused little on segments of the market aimed at children and minors. ...
... To date, consumer-centric research into and analyses of RFID technology have tended to focus on the issue of personal privacy, often perceived as a major impediment to implementation of this technology (Uhrich et al., 2008;Bhattacharya, Chu and Mullen, 2007), notably in terms of cost for consumers (Sill et al., 2008). Indeed, it would appear that the importance consumers attach to safeguarding their personal privacy impacts their propensity to purchase goods fitted with RFID chips (Angeles, 2007) or accept and/or use goods containing technology-related residue (Crazier, Jensen and Dave, 2008). ...
... Keywords radio frequency identification (RFID), regulatory focus theory, technology adoption, and service management 2005; Lee, Fiedler, and Smith 2008;Smith, Lee, and Gleim 2009;Uhrich et al. 2008). Accordingly, many organizations are actively exploring the potential uses of RFID as a performance enhancement tool. ...
Research on radio frequency identification (RFID) applications has grown significantly as the technology can potentially improve organizational performance and enable new business models. However, actual implementation has been slow to transition from back office operations to front office applications, as many customers have demonstrated concern about the invasion of personal privacy and/or the improper utilization of information. This research aims to explore the customer acceptance issue by examining the factors that potentially enable and inhibit the utilization of RFID-enabled systems. To accomplish this goal, we conducted three studies using information from over 800 consumers, while employing three different methodologies. Results indicate potential usage of RFID systems can be positively impacted by the perceived usefulness (PU) of the technology, while privacy concerns have a negative impact. In particular, the positive impact of PU appears to weigh more heavily on consumers than the negative impact of privacy concerns. Additionally, there are differences in privacy concerns, technology attitudes, and purchase intentions based on how the system is labeled, along with the nature of the privacy statement. Accordingly, firms need to be specific in their privacy statements as this practice yields higher customer purchase intentions. From a managerial perspective, it is imperative that companies present a clear message to customers as to how RFID can benefit them while also being clear and concise about how any information associated with the technology will be used in an ethical manner.
... With RFID technology, such a difficulty should not occur. That's why RFID technology has been widely adopted in various industries and with versatile applications like in medicine/health care (Carr et al., 2010;Smith, 2007;Wang et al., 2010), logistics (Langer et al., 2007, Ross et al., 2009, retail (Bardaki et al., 2012;Bertolini et al., 2012;Uhrich, 2008), manufacturing (Huang et al., 2012;Ngai, 2010;Zelbst et al., 2012), in passports (Ramos et al., 2009), in companies' loyalty programmes (Bayraktar et al., 2010), as access cards for museums (Hsi and Fait, 2005) and numerous more. Because of the advantages of the RFID technology, it is estimated that up to 50 million Americans carry an RFID tag with them every day (Garfinkel et al., 2005: 34). ...
In this paper, the authors analyze how microchips embedded into humans will impact upon the tourism industry in general and in Europe in particular. The authors discuss how the implanted microchips function and how tourism establishments will have to adjust to this change in the near future. Both positive and negative impacts of human microchip implants on tourism and travel industry are discussed, as well the impediments to microchipping humans. The paper furthermore pays attention to the implications of the microchipped tourist concept for the European tourism – visa and passport control, airport safety and passenger traffic control, gathering of statistical data, tourism marketing.
... Recently, business applications of RFID technology have begun to spread into the service sector and customer facing processes but more research is needed in this area (Heim et al., 2009). RFID technology is used to improve the customer experience, for example, in hospitals (Lee et al., 2008; Chao et al., 2007), in libraries (Lee et al., 2008) and in the retail sector (Zhou et al., 2009; Müller-Seitz et al., 2009; Moon and Ngai, 2008; Ngai et al., 2008a; Uhrich et al., 2008; Smith, 2005). All of these studies emphasise RFID technology's potential but there are several possibilities for RFID utilisation that have yet to be addressed (Irani et al., 2010). ...
This study focuses on the potential for value creation in combining radio frequency identification (RFID) technology with social media marketing. We analyse a value network comprising an RFID technology provider, a software supplier, a sports centre adopting the system, and the sports centre's end customers. The findings suggest that value creation related to new technology requires deep collaboration between the suppliers, as they need to develop value propositions that motivate companies to adopt new systems and end customers to use these systems. The threat to the end customer of losing privacy when RFID technology is employed, and the interactive nature of communication in social media, means that the value created by a system combining RFID technology and social media is highly dependent on the end customer's motivation to be involved in value creation.
