Gillette has started using RFID to determine whether stores have stocked their shelves with a specific item in time for a marketing promotion. Gillette is doing that by analyzing data from retailers with RFID scanners, which read the electronic product codes on each tag at receiving docks and at various points between stockrooms and store entrances.

Imagine they take this a step further? Imagine a system that automatically books a radio spot or online banner campaign when it monitors that a certain product line isn't shifting? Ad agencies could prepare a bank of direct response ads for every product category that get broadcast when the system decides they need advertising support!

$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in