RFID, or radio-frequency identification, is an older technology that is making way for new trends. For over 20 years, retailers have utilized this technology as a tool to aid with inventory tracking in stores, a function that has morphed in recent years to accommodate for online/in-store sales. Fast forward to current times, and the evolution of the modern day shopping experience, and this technology is being pushed to bigger- and more experiential- functions.
RFID uses electromagnetic fields to automatically identify and track tags attached to objects. This information can be used to support other technology systems within the store environment, such as point-of-sale kiosks or in-store media. Because this data is real time, retailers are beginning to take advantage of the experiential value. For example, if a consumer picks up a particular item marked with an RFID tag and walks to a supporting device, like a screen, the conversation on the screen will read the signal and show content that is relevant to that particular product.