Metro Future Store
The METRO "Future Store"
GOAL: Watching Consumers
As the privacy war heats up, the RFID industry has begun emphasizing such dubious consumer benefits as "increased product availability" and "improved shelf stocking" as the justification for using item-level RFID tags.
Behind the scenes, however, those same companies reveal that their true intentions go much further. The fact is they have a keen interest in using RFID tags in products to observe people's in-store shopping behavior, then capitalize on those observations to develop target marketing programs based on individuals' personal characteristics and buying patterns. (This will be especially easy once shoppers can be remotely and secretly identified by RFID-enabled loyalty cards.)
The METRO Future Store website offers a rare glimpse into why partner companies really want to put RFID tags on individual products. Their motivations include:
Here is the evidence, straight from the horses' mouths, that the strategists working on item-level RFID product tagging want to track and target shoppers:
Other METRO Future Store Partners
Over 40 multinational and German companies have been involved in the development of the Future Store infrastructure, including such well-known names as Microsoft, IBM, and Cisco.
For a description of how each company is
involved in the Future Store, visit the Future Store website then click"Partners"
on the menu bar at the left of the page.
The Spychips website is a project of CASPIAN, Consumers
Against Supermarket Privacy Invasion and Numbering.
© 2003-2006 Katherine Albrecht and Liz McIntyre. All Rights Reserved.
Photographs © Peter Ehrentraut, FoeBuD e.V., used with permission.