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•Guest Column: Ultra Wideband Location Data Enhances Retail Sales And Service

By Greg Clawson, senior vice president of worldwide sales and marketing, Time Domain Corporation

Location, location, location….is not only what knowledgeable real estate buyers look for. Smart retailers are seeking location information combined with the ability to uniquely identify customers, employees and goods in real time. By adding location data to their standard store metrics reports, retailers are improving customer conversion and spend, optimizing sales force service and even preventing product loss. One type of radio frequency identification (RFID)- based real-time location system (RTLS), ultra wideband (UWB), is providing new ways to measure and monitor what's actually taking place within the store.

UWB technology with its tiny tags, fast tag-to-reader communication, ability to be precisely located to within 12 inches and long battery life, is changing the way retailers locate, track and gather data on their assets. There are three key areas in which retailers are putting UWB to work: improving in-store sales force customer service, leveraging customer shopping behavior using precise traffic data, and high-value loss prevention.

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•Guest Column: Ultra Wideband Location Data Enhances Retail Sales And Service