James Stafford, Head of RFID Adoption – Avery Dennison

"RFID connects the virtual world of inventory databases with the real world of store shelves."

James Stafford, Head of RFID Adoption, Avery Dennison, Information and Brand Management Division

How is your organization involved with RFID technology?
Avery Dennison is a global leader in pressure-sensitive technology and materials, retail branding and information solutions and organization and identification products for offices and consumers. The part of Avery Dennison for which I work provides information solutions for the retail industry and its supply chain. This includes RFID technology which we supply to retailers in the form of RFID tickets and labels.  We have RFID design, testing and manufacturing facilities to enable our retail customers to develop solutions that fit their brand image.

What advantages do your customers get from RFID?
Our customers are mostly manufacturers and retailers. They use our products and technology to put RFID-enabled tags and labels on each of their products – this is known as "item-level tagging" and it can really provide a boost in service and efficiency. In fact, by implementing item-level RFID tags, companies throughout the supply chain can improve the accuracy of their processes, shorten their cycle times, and enhance inventory visibility.  We're particularly strong in the apparel industry: We supply over 90% of the apparel RFID tickets worldwide.

What benefits does RFID technology bring to consumers?
"Better inventory management" doesn't initially sound like something that would benefit consumers, but it really does. Let me give you an example: Imagine you go into a clothing store, and you see something you really like and wish to buy. It's the right style, the right fabric, the right color … but they don't have your size! It is so frustrating, isn't it? When stores have RFID tags on every item, it allows them to know exactly what they have in stock, whether it is out on the shop floor or in the stockroom in the back, and in fact exactly where each item is in the store.

This kind of precise and semi-automated inventory management means it is much less likely you'll end up in a store and not be able to find something in your size. Your size will be in stock, or at worst, the shop clerks will know exactly where to find it. It brings lots of benefits to retailers, of course; but it also brings benefits to consumers. RFID connects the virtual world of inventory databases with the real world of store shelves.

What is your vision for RFID in the future?
I am quite certain we haven't seen all the benefits RFID can bring to customers yet. In fact, I suspect that RFID will progress just like mobile phones did: once mobile phone were just something to talk into, and now they are filled with features and applications and services that most of us could never have imagined a few years ago. I think RFID will follow a similar path and we'll see companies using RFID item-level tagging to bring all sorts of services to consumers. We're already seeing some interesting innovative services. For example, there are already "magic mirrors" which can read the RFID tag on an item you have tried on, and suggest shoes or handbags or accessories to go with it.  Mobile phones that can read RFID tags are expected someday soon, and they will create a whole world of possibilities, too, such as making it easy to pop into a store and buy something using your mobile phone, without even waiting on line at the cash register. Companies are also adding other sensors to RFID tags, such as temperature sensors which could be used to make sure frozen food items that are being transported don't ever reach a temperature that would compromise their safety, or impact sensors used with fragile items. Services like these are all very doable, and I'm certain we'll see more and more of them.

How is your company helping to enable these sorts of services?
Avery Dennison believes strongly in the benefits of RFID. We're working hard to provide our customers with not only high quality tags but a complete range of inventory management, loss prevention, customer communication, and price management solutions that in the near future will make RFID a crucial part of every retailer's technology infrastructure. These solutions will help make new services an exciting reality for consumers