OREANDA-NEWS. Fujitsu has from today implemented a field trial to enable a new customer experience utilizing RFID technology, the first effort of its kind in the fashion and apparel industry in Japan. The trial is being conducted at BEAMS Co. Ltd.'s B:MING LIFE STORE at LaLaport TOKYO-BAY.

Inside the store, a tree-like hanger pole is embedded with an RFID reader, and a bird feeder fitted with a tablet is attached to this tree, creating a perch-like fixture for clothes. When customers who are shopping hang a piece of clothing on the hanger pole, the RFID tag attached to the product comes in close proximity to the embedded RFID reader, which then recognizes the product. Then information on the product, such as the colors and sizes in which it is sold, which items are in stock, and examples of coordinated outfits, will be displayed on the tablet screen, enabling the customer to get specific information about a product without checking with store staff.

As a result, in addition to making shopping more convenient for customers, it gives them a new way of encountering products, thereby increasing their desire to make purchases. It also provides customer support when store employees are busy with other customers, thereby raising efficiency.

In addition, because this system keeps a log of how many times each product was browsed, this information can be used in marketing, such as in product development and for designing store layouts.

At the conclusion of the field trial, Fujitsu will evaluate its results with BEAMS, and consider further applications of the technology for the B:MING LIFE STORE. Fujitsu will also continue to support the innovative initiatives of BEAMS even beyond RFID technology.