Radio Frequency IDentification: : Challenges and opportunities in a marketing context

Abstract: An extensive amount of research has been conducted on Radio Frequency IDentification (RFID) in the context of logistics, supply chain and manufacturing. Additionally, marketing opportunities related to RFID usage have been argued to exist. Despite this, limited research has focused on RFID in a marketing context which constitutes the research gap for this study.  A literature review on the subject area yielded an overview of the existing literature within the field. The literature review identified a research gap that constitutes the purpose of this study. The purpose is to investigate the factors influencing the adoption of Radio Frequency IDentification technology and whether it enhances retailers’ marketing opportunities. The study was of a qualitative nature and was conducted through a multiple case study. Data was gathered through semi-structured interviews with four companies. An archival analysis was performed in addition to the interviews. The interview data reveals that RFID technology adoption still has barriers to overcome, especially in regards to the identified marketing opportunities. Based on the conclusions of this study recommendations for managerial implications were formed. The findings of the study were able to support previous research stating that the main challenge for RFID adoption is the cost of the equipment. However, the previously identified marketing opportunities were not fully supported by the interviewed companies, thus, this area of research needs to be developed further.