Metro Future Store
Special Report!

background…
Future Store Overview
Store Partners/Goals

tour report…
Katherine's Trip
Shopping Carts
RFID on Products
Other RFID in Store
Metro Photos

scandals…
Tag "Deactivation"
RFID in Loyalty Card
METRO Coverup

results…
Media Coverage
German Protest
METRO Reponse



The METRO "Future Store"
Special Report

GOAL: Watching Consumers more Closely
(What "Brand Partners" Hope to Gain)


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:

  • Observing consumer buying habits (Johnson & Johnson)
  • Target marketing (Henkel)
  • Addressing consumers "individually" (Kraft)
  • Individualized marketing (Nestle)
  • Making individual offers (Procter & Gamble)
  • Customer Relationship Management, aka CRM (Kraft)
  • Testing the (controversial and invasive) "smart shelf" (Gillette)
    [see Boycott Gillette website for details]


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:


Goals of METRO Future Store "Brand Partners"
in their own words

Johnson & Johnson


"In the Extra Future Store, further experience is to be gained concerning buying habits." [source]

Kraft Logo

"Kraft Foods is testing new concepts and technologies for Consumer Relationship Management (CRM).... The main objective is to address consumers more individually." [source]

Nestle Logo

"Nestlé participates in the METRO Group Future Store Initiative to test new marketing concepts and integrated technical systems. Nestlé supports the development of individualized marketing" [source]

Procter & Gamble Logo

"In the Extra Future Store, P & G sees an excellent opportunity to test new technologies that will help in future to even better meet the customers' wishes for... individual offers...." [source]


Gillette Logo


"Gillette is one of the main sponsors of the new Auto-ID technology and...the so-called smart shelf..."
[source]
Henkel Logo

"Henkel has developed scientifically established, target-group specific concepts..." [source]


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.


Brand Partners Software Partners Technology Partners Service Partners
Coca-Cola
Gillette
Henkel
Johnson & Johnson
Kraft
Nestle
Procter & Gamble

Microsoft
OAT System
Online Software
Oracle
Pironet NDH
SAP

AlgoTec
Bizerba
Checkpoint
Cisco
FEIG
Fujitsu Siemens
Hewlett Packard
IBM
Intel
Intermec
Liebher
Mettler Toledo
MultiQ
NCR
Philips
Sonopress
Symbol
Wincor Nixdorf
Alpha
AveryDennison
BCG
CHEP
Cittadino
Eyckeler & Malt
Hintzpeter & Pertner
Kurt Salmon Associates
Loyalty Partner
Wanzi
WMS

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.

Click here to tour the "Future Store" with CASPIAN's Katherine Albrecht >>

 

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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.