RFID in Retailing and Customer Relationship Management

Radio Frequency IDentification (RFID) is a hot topic in retail supply chain management. Yet, a recent study predicts "That the true benefits of RFID for retailers will be in enhanced marketing opportunities". Research on RFID for marketing purposes is still rare giving the opportunity for more specific research on how RFID will influence Business To Consumer (B2C) marketing and services. Apparel retailing will most likely be one of the first industries to adopt item level tagging and thus benefit from those new marketing opportunities. This paper investigates the opportunities of RFID to enhance B2C marketing of apparel retailers.