“Barcodes collected information but didn’t do much with them.
We couldn’t say, what happened to item 123 and who bought
it? Now we have systems that can record up to 400 attributes
of individual items, which is the only way we can introduce
innovations like price optimisation, where different consumers
will pay different prices at different times of day.”
So we will move from crude collection of data, to massive
collection and cross-referencing of data. This is where RFID
will finally come into its own, though Lawrie shares some
scepticism that this technology will come down in price enough
to be at the individual item (SKU) level “any time soon".
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