When I first started looking into RFID technology, my thoughts kept coming back to my EZPass transponder in the car. Imagine, I thought to myself, if you could go through the supermarket checkout the same way you can drive through a toll plaza with EZPass. With a credit crtad on file, you could literally just wheel your way through and head on out to your car with the payment already made.

On occasion, I have seen an article on a pop-up shop where RFID or another technology is utilized for automated checkout, but it takes cameras, generative AI, machine learning, shelf sensors and more. I’ve also seen demos at the national Retail Foundation’s annual Big Show, where products that are removed from shelves automatically are reduced from inventory and linked to a particular shopper.

RFID tag and reader technology is always improving. For example, there have been new tags released that can be used for metal products, which has been a problem over the years in terms of getting a signal. The same goes for liquids. The biggest challenge will always be cost; it’s not financially feasible to put a tag on an extremely inexpensive item like a candy bar.

For markets which feature only more expensive items, it could be done. In fact, there is a terrific blog post written by Jon Jenkins, VP Just Walk Out Technology for Amazon’s AWS Applications, that details how Amazon is utilizing RFID for automated checkout at a variety of stores, notably at stadiums.

Just Walk Out has been in existence since 2018, but the new twist is that RFID is playing a role here. It works like this: the customer walks into the store and selects a piece of apparel – a team shirt, hat or other item – which has an RFID tag attached to it. When they get to checkout, the item or items are scanned and the customer can either use their credit card or palm recognition to purchase the items.

It’s not hard to see the advantages for the various stakeholders. The retailer can redeploy personnel around the store to help customers with their shopping or save costs by reducing personnel. Initial reports show that sales are up dramatically. The customer doesn’t have to spend time in lines and can get back to what they were doing. This is what is known as a frictionless shopping experience.

It is not surprising that Just Walk Out technology is being used at select stadiums, airports, universities and convenience stores, as people want to get back to what they are doing, whether it is getting back to their seats of the game or catching a flight.

Amazon is working with Avery Dennison for RFID, and notes that more than 70 Amazon-owned and 85 independent retailers have installed Just Walk Out technology. I’m looking forward to personally seeing these stores in action, and seeing where the technology leads us in the future.