Tracking customer behaviour in fashion retail using RFID

Abstract

Purpose The purpose of this paper is to explore how tracking of products by the use of radio frequency identification (RFID) technology may describe customer behaviour in real-time. Design/methodology/approach The study was conducted as a field experiment, where a commercially available RFID platform was deployed in the fitting rooms of a fashion retail store. Findings The study demonstrates an application of in-store RFID tracking to describe customer behaviour, and some practical challenges of utilising such technology. An example typology of four fitting room traits was constructed based on the data collected. Practical implications Different customer types most likely require and respond differently to attention from the personnel operating the fitting room area. By identifying customer behaviour in real-time, it is possible to deliver “best practice” shop stewardship and create a more personalised retail experience. Originality/value The study is based on real-life retail settings, rather than anecdotal management observations or economic and demographic indicators. To the best of the authors’ knowledge, few contributions combine RFID and consumer behaviour outside conceptual work or laboratory experiments.