The retail environment has changed dramatically in the age of the Internet. Consumers want what they want when they want it, which puts additional stresses on traditional brick and mortar stores. The convergence of physical and locations into an omnichannel retail environment requires retailers and brand owners alike to know what they have and where they have it. This sounds simple, but if the product isn’t on the show floor or the sales associate does not know where to get it, the item can’t be sold, and the consumer will go somewhere else.
 
More than 35,000 attendees, including leading brand owners and retailers, headed to the Javits Center in New York City for NRF 2018: Retail’s Big Show from Jan. 14-16. They saw an array of new technologies, including hardware and software that can provide new insights for users.
 
RFID is a major tool that helps brand owners, retailers and consumers alike gather information. Brand owners can learn more about what shoppers want and also communicate with them after the sale. Retailers can learn what is bought, track inventory and have anti-theft measures. Consumers get what they are looking for, with more information available.
 
Many leading RFID companies were on hand at NRF 2018: Retail’s Big Show, and here is a look at what they were showing:

• Alien Technology:
Alien Technology debuted its ALR-S350 RFID reader, which was highlighted with the new Hydra Series of readers. For example, Alien showed how it could connect its ALRF3700 readers together with the Hydra to provide a low-cost solution for retailers.
 
“This is quite novel, and we are getting a lot of interest from retailers,” said Neil Mitchell, senior director of marketing at Alien. “With the new ALR-S350 and Hydra readers, supply chain owners can quickly locate RFID tagged merchandise and immediately respond to customer requests, thereby helping maximize sales opportunities. We are hoping we are creating trends by driving cost out of the system.”

• Avery Dennison:
At NRF 2018, Avery Dennison showcased a wide range of solutions, including its new Dynamic Display Window Advertising System, which turns display windows into digital advertising screens. On the RFID side, Avery Dennison launched its first microwave-safe UHF RFID inlay, and showed its Freshmarx system that provides temperature tracking, RFID inventory visibility and automated food labeling.
 
“We’ve been very focused on retail, particularly on apparel, beauty and accessories, and we see food safety as a big opportunity,” said Francisco Melo, VP/GM global RFID for Avery Dennison Retail Branding and Information Solutions (RBIS). “We believe that eventually, everything will be connected and Avery Dennison will bridge that gap.”
 
“We believe that fresh food will be the fastest growing area,” added Ryan Yost, GM, Printer Systems Division at Avery Dennison. “We can use technology for food safety and labor savings.”

• Checkpoint Systems:
Checkpoint Systems showed NEO, its new electronic platform for electronic article surveillance (EAS) antennas which will provide improved detection and connectivity for retailers. NEO increases the standard detection range by up to 35% so that retailers can increase the distance between each antenna to 2.7 meters.
 
“The Connected Store and the Internet of Things are the most interesting trends, which is core to what we are offering,” said Carl Rysdon, VP of sales for Checkpoint Systems. “Retailers who have adopted RFID are seeing extremely strong results. It’s a boon for every segment of retail.”
 
• Impinj:
Impinj highlighted how retailers can use RAIN RFID solutions to improve their store and omnichannel operations, automate checkout and gather analytics. Gaylene Meyer, senior director brand, content and solutions at Impinj, noted that RFID provides more information for consumers and accurate data for retailers and brand owners.
 
“Cosmetics and jewelry companies are starting to look at this technology,” added Jill West, director, marketing communication at Impinj. “Retailers need to know exactly what they have and what they can sell. Our hope is that we will continue to evolve the customer experience, creating the Connected Store, and that our partners will drive these applications.”

• Intel:
Intel showed a mix of RFID, video, robotics, artificial intelligence (AI) and Internet of Things, whether it was smart make-up mirrors, smart shelves, candy stores and more, showing the way to the future of retail.
 
Ryan Parker, VP, Responsive Retail at Intel, noted that in the case of smart shelving, retailers will be able to run promotional content when potential customers are further away, then shift to dynamic pricing when they get closer. These shelves also provide inventory information for the store owner.
 
“This is a completely different feel,” Parker observed. “This approach fuses video and RFID.”
 
Parker added that the future will see revolutionary advances.
 
“Ten years from now, it will be really exciting,” Parker added. “We will merge brick and mortar and the online experience. AI will create the exact right experience, from learning about the product through the showrooming phase and purchase, to the stories that can be told about the brand after the purchase. A few years ago, this was all just pie in the sky, and now we are seeing it in stores.”

• SMARTRAC:
adidas’ Telstar 18 official match ball for the 2018 FIFA World Cup Russia and its new Circus Tamper Loop tags designed for tamper detection and authentication via NFC-enabled smartphones were the highlights at SMARTRAC’s booth.
           
“adidas is very supportive and added new design elements,” said Karin Fabri, head of corporate marketing & communications for SMARTRAC. “Using NFC, retailers and brand owners can engage with consumers. Being more connected with the brand is better for everybody.
 
“Ten years from now, we will see a totally digitized retail space,” Fabri added. “There will be full visibility of the consumer interaction. Meanwhile, consumers will expect to spend less time shopping, and would like to spend less time at checkout.”

• Zebra Technologies:
Zebra Technologies showed a lot more than RFID at NRF 2018, including its MC3300 handheld computer series, VC80x vehicle-mount mobile computer and ZD420d/ZD620d direct thermal printers, with Target at the booth highlighting how Zebra helps the company’s omnichannel retail efforts. Bob Sanders, SVP Data Capture Solutions India/Sri Lanka Design Centers & ESS for Zebra, discussed key aspects of RFID.
 
“How do we bring technology to bear to provide advantages for stores and make it frictionless, so they know where the merchandise is and where their associates are,” Sanders said. “Consumers want to buy in any modality that moves them, from who they want to get it from. RFID offers near real time inventory at a very efficient cost.”