RFID Wine Kiosks Keep Customers Informed
While RFID technology is often used to work more efficiently in distribution-type environments, the possibilities for its use are endless. Bàcaro, a wine retailer and deli in the Zurich Airport, is now making use of RFID technology to enhance customer experience while up-selling and cross-selling its merchandise.
While not every bottle contains a RFID tag, approximately 300 different bottles, each of which represent a specific selection, carries a passive high-frequency RFID tag glued to its underside. The RFID tags, which comply with the ISO 15692 standard and operate at 13.56 MHz, are encapsulated in plastic and fit nicely in the indentation on the bottom of the bottle.
Through the use of these RFID tags, customers are able to pick up a tagged wine bottle and place it on a table next to a kiosk. Once placed, pictures and wine-specific information appear on the kiosk’s screen. In order to make sure information stays current, data is constantly being updated by the store’s wine supplier.
In addition to information about the wine, food, cigar and chocolate suggestions are also made in order to complement the selection. If a customer is purchasing food rather than a beverage, the system is also able to suggest recommended beverages. From there, users can print the recommendations in color for later use.
RFID technology was implemented at Bàcaro for the “wow” factor, but also provides valuable data for the store and their supplier. Information is able to be collected regarding which wines are of most interest and which are viewed most at the kiosk. This information, combined with sales data, can be used to run targeted marketing campaigns and better understand customer preference. Wineries are particularly interested in understanding which wines sell at specific times of the day and on which days of the week.