Marketing with Mayonnaise
Hellmann’s mayonnaise is using RFID in an interactive marketing campaign located at a select grocery store in Brazil. Shopping carts were outfitted with a tablet and SMARTRAC UHF RFID tag, while aisles and shelves were augmented with Impinj Speedway Revolution RFID readers and RFID antennas. As a shopper walks past certain items in the store, the shopping cart’s tablet and tag tandem interact with the readers and antennas. Once the tag is activated by the reader, the tablet displays videos, recipes, and other helpful tips related to Hellmann’s mayonnaise and the nearby food item. For example, if you passed the pasta aisle, the tablet would show a video on how to use Hellmann’s mayonnaise in a pasta salad recipe. Shoppers are given the option to share the recipe on their favorite social networks, or they can send the recipe directly to their phone or computer via the 3G network installed in the store.
Hellmann’s partnered with advertising agency Cubocc to develop the campaign. Cubocc account director Brisa Vicente said that Hellmann’s mayonnaise sales increased 68% due to the RFID enabled campaign.
Imagine if this becomes the new way to shop in the future. Every time you enter into the read zone, you’d receive a video of the product in front of you along with uses for it. That would certainly affect my shopping experience! After watching each video, I would have to go buy the companion ingredients. It is already difficult enough trying to restrain from buying everything in an infomercial, but having videos and sales pitches in grocery stores would be dangerous to my bank account. Just add free samples, and I would never leave the store!
Read more from RFID Journal.
Hartnoll Hotel’s RFID Makeover
Besides developing my writing skills, I knew these columns were really going to come in handy. Whether it was helping increase my knowledge of RFID, or just staying “in the know” with the RFID community, I have learned so much about the industry. Today marks another learning lesson for me – the location of my next vacation spot.
Hartnoll Hotel in the United Kingdom is an award winning, luxurious vacation spot filled with stunning décor and accompanied with the seclusion and peace typically afforded by a rural backdrop. Recently, the hotel has switched from lock and keys to RFID locked entry systems. Many hotels have already made the switch to RFID, but this prestigious, older country hotel has just decided to follow suit. The Hartnoll Hotel selected Kaba’s new Confidant RFID locks that are easy to install, maintain, and clean. Each keycard is encoded when the guest checks in and the hotel audits each key’s use just in case of a legal situation.
They started the transition when the original iron keys for the doors were constantly being taken off property forcing them to replace the locks frequently. They searched for something that coordinated with the decor of the antique hotel and found these RFID locks added a perfect modernized touch. The change was quick and easy making RFID once again the go-to in the hotel industry.
Read more at Hotel News Resource.
RFID to help with safety concerns
After the world has seen over and over how schools are not as safe as we had always assumed and hoped, RFID engineers have developed a solution to assuage safety concerns. The teachers at Skyview High become the first to test a brand new security system from Ekahau. Ekahau is trying to replace manually dialing and looking up locations in emergency situations. If an emergency situation occurs on campus, the teacher simply has to pull down on his or her badge which sends the entire school into lock down. Also, it automatically sends a request for assistance to rescue teams in the surrounding areas.
The badge has a small screen which allows emergency personal to send a message to the screen if they cannot get into the school. If the response team knows an intruder is in the gym, emergency workers can send a message to all the teachers’ badges such as “Trouble in gym, lock doors.” Knowing the immediate details of a crisis is a lifeline to teachers and their students alike. It allows first responders to quickly get up to speed and act with precision. The readers communicate through the WiFi networks in schools, or they can hard wire readers into each classroom. Hopefully with RFID to help, we can make our schools safer step by step!
Read more at RFID Ready.