RFID in Retailing and Customer RelationshipManagement

Radio Frequency Identification (RFID) is a hot topic in retail supply chain management[Behrenbeck, K¨upper et al. 2004]. Yet, a recent study predicts “that the true benefits of RFIDfor retailers will be in enhanced marketing opportunities” [Sharpless 2005]. Research on RFIDfor marketing purposes is still rare giving the opportunity for more specific research on how RFIDwill influence business to consumer (B2C) marketing and services [Curtin, Kauffman et al. 2005].Apparel retailing will most likely be one of the first industries to adopt item level tagging andthus benefit from those new marketing opportunities [Chappell, Durdan et al. 2003; Kurt SalmonAssociates 2005].[...]