RFID with a Side of Mayo
When you think of RFID, mayonnaise isn’t exactly the first thing that comes to mind, but that’s what mayo mogul Hellmann’s has done. In Brazil, Hellmann’s has been using NFC, a form of RFID, technology to market their products throughout grocery stores.
By using tablet computers and passive ultrahigh-frequency (UHF) EPC Gen 2 RFID tags affixed to shopping carts, in combination with RFID readers and antennae on shelves, Hellmann’s is able to suggest products to shoppers as they walk by relevant items. For example, if a shopper walks by some vegetables, a video featuring a recipe with a mayonnaise-based dressing may play. If the shopper wants more information, he/she can use the tablet computer to get all of the ingredients and even share the recipe with friends through various social media outlets.
Within the first month alone, 45,000 shoppers used the carts, sharing thousands of recipes and, in turn, increasing sales by 68 percent.
If RFID can do this for mayonnaise, imagine what it could do for you!