Besides tracking – simulation of RFID marketing and beyond

Zeeshan-ul-hassan Usmani, Fawzi Abdulkhaliq Alghamdi, Amina Tariq, Talal Naveed Puri

Research output: Chapter in Book/Report/Conference proceedingConference proceeding contribution

Abstract

This paper asks a new question: how we can use RFID technology in marketing products in supermarkets and how we can measure its performance or ROI (Return-on-Investment). We try to answer the question by proposing a simulation model whereby customers become aware of other customers’ real-time shopping behavior and may hence be influenced by their purchases and the levels of purchases. The proposed model is orthogonal to sales model and can have the similar effects: increase in the overall shopping volume. Managers often struggle with the prediction of ROI on purchasing such a technology, this simulation sets to provide them the answers of questions like the percentage of increase in sales given real-time purchase information to other customers. The simulation is also flexible to incorporate any given model of customers’ behavior tailored to particular supermarket, settings, events or promotions. The results, although preliminary, are promising to use RFID technology for marketing products in supermarkets and provide several dimensions to look for influencing customers via feedback, real-time marketing, target advertisement and on-demand promotions. Several other parameters have been discussed including the herd behavior, fake customers, privacy, and optimality of sales-price margin and the ROI of investing in RFID technology for marketing purposes.
Original languageEnglish
Title of host publicationNovel algorithms and techniques in telecommunications and networking
EditorsTarek Sobh, Khaled Elleithy, Ausif Mahmood
Place of PublicationNetherlands
PublisherSpringer, Springer Nature
Pages143-148
Number of pages6
ISBN (Print)9789048136629
DOIs
Publication statusPublished - 2010
Externally publishedYes
EventInternational Conference on Telecommunications and Networking - Bridgeport, CT
Duration: 5 Dec 200813 Dec 2008

Conference

ConferenceInternational Conference on Telecommunications and Networking
CityBridgeport, CT
Period5/12/0813/12/08

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  • Cite this

    Usmani, Z., Alghamdi, F. A., Tariq, A., & Puri, T. N. (2010). Besides tracking – simulation of RFID marketing and beyond. In T. Sobh, K. Elleithy, & A. Mahmood (Eds.), Novel algorithms and techniques in telecommunications and networking (pp. 143-148). Netherlands: Springer, Springer Nature. https://doi.org/10.1007/978-90-481-3662-9_24