Dr. Neil Hair

The Japanese seem to have taken RFID (radio frequency tags) to heart, and I think what were about to witness is a global uptake on this and other technologies that may or may not enhance the consumer experience. I like the idea of using RFID tags in lamp posts for tourists and I like the idea of tag readers beaming to you the latest offers as you drive around the mall (this is America after all – we dont walk do we?). As a Marketer I also like the idea of using these tags to identify how long consumers spend trying clothes and which clothes (Banana Republic), how far their products run on a daily basis (Nike shoes) and of course tracking peoples movements through other stores (perhaps assisting in better product placement and awareness of competition). However, as a consumer Im not so sure that we will accept this invasion of privacy in the name of a more enjoyable experience. Similarly I'm a little skeptical of RFID tags in all 2007 issued US passports (aimed at tracking peoples movements in airports – or anywhere else for that matter according to this months Wired magazine) or the ability for any rogue RFID reader to be able to scan biometric information from me. I am happy that children can be tagged in and out of school (Tokyo), similarly that I can track my friends movements (the latest cell phone ads), my cats, my car, my mobile phone, my Aunt who is in Hospital. Bah – it's too much to fathom as a consumer. As a marketer though the use of tracking technology represents perhaps the ultimate data treasure chest – true all round 24 hour monitoring of consumer behavior – a real time ethnography of the market of one.