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Electronic Product Code Pilot with DVDs Promises to Deliver Shopper Benefits
Entertainment industry teams with distributors, retailers and EPCglobal to test technology on movie releases in Twin Cities, Oklahoma City
Lawrenceville, NJ — October 1, 2007 — Shoppers at select stores located throughout the country are getting the opportunity to see firsthand electronic product code (EPC) technology on new DVD releases during a pilot test that began on September 25.
The pilot is a collaborative effort between movie studios, DVD replicators, distributors, merchandisers, retailers, technology companies, industry associations as well as GS1 EPCglobal Inc, the global not-for-profit standards organization that supports the adoption of the electronic product code.
"This pilot test will allow us to identify how technology based on EPCglobal standards can best be put into place in retail stores for media and entertainment products like DVDs," said Chris Adcock, president of GS1 EPCglobal. "The goal is to illustrate the benefits to consumers and participating companies when the technology is used effectively."
Allaying Consumers' Privacy Concerns
The EPC uses radio frequency identification (RFID) to uniquely identify an object. Retailers can use the EPC to ensure that products are kept in stock to meet shopper demand, as well as to help shoppers find the right product in the right place inside the store. Over the last few years, the EPC has become a popular way to identify pallets and cases of goods on their way to retail stores.
Electronic readers inside the store read the unique serial numbers from EPC labels and relay this information back to store staff. GS1 EPCglobal is quick to point out that EPC labels do not contain, collect or store any personal information, helping to allay consumer's privacy concerns. The EPC label has no power source and can only transmit its unique number when it is less than about 10 feet from a reader that activates the label.
The power — or strength — of readers is strictly regulated by the Federal Communications Commission. The actual distance from which an EPC label can be read may be shorter because barriers such as shopping bags and other factors such as the presence of metal materials or nearness of walls or other obstructions weaken a reader's signal. The labels also can be removed after purchase.
Wal-Mart and Best Buy Participate
During the pilot test, EPC labels will be placed on more than 12,000 new DVDs issued by studios and distributors including 20th Century Fox, Cinram, Sony Pictures Home Entertainment, Technicolor and Warner Home Video. The EPC-labeled DVDs will be available at several national retail chains including Wal-Mart and Best Buy at stores in markets including the Twin Cities in Minnesota and Oklahoma City, Okla. More than 15 movie titles are involved in the pilot test.
The pilot is a collaborative effort between movie studios, DVD replicators, distributors, merchandisers, retailers, technology companies, industry associations as well as GS1 EPCglobal Inc, the global not-for-profit standards organization that supports the adoption of the electronic product code.
"This pilot test will allow us to identify how technology based on EPCglobal standards can best be put into place in retail stores for media and entertainment products like DVDs," said Chris Adcock, president of GS1 EPCglobal. "The goal is to illustrate the benefits to consumers and participating companies when the technology is used effectively."
Allaying Consumers' Privacy Concerns
The EPC uses radio frequency identification (RFID) to uniquely identify an object. Retailers can use the EPC to ensure that products are kept in stock to meet shopper demand, as well as to help shoppers find the right product in the right place inside the store. Over the last few years, the EPC has become a popular way to identify pallets and cases of goods on their way to retail stores.
Electronic readers inside the store read the unique serial numbers from EPC labels and relay this information back to store staff. GS1 EPCglobal is quick to point out that EPC labels do not contain, collect or store any personal information, helping to allay consumer's privacy concerns. The EPC label has no power source and can only transmit its unique number when it is less than about 10 feet from a reader that activates the label.
The power — or strength — of readers is strictly regulated by the Federal Communications Commission. The actual distance from which an EPC label can be read may be shorter because barriers such as shopping bags and other factors such as the presence of metal materials or nearness of walls or other obstructions weaken a reader's signal. The labels also can be removed after purchase.
Wal-Mart and Best Buy Participate
During the pilot test, EPC labels will be placed on more than 12,000 new DVDs issued by studios and distributors including 20th Century Fox, Cinram, Sony Pictures Home Entertainment, Technicolor and Warner Home Video. The EPC-labeled DVDs will be available at several national retail chains including Wal-Mart and Best Buy at stores in markets including the Twin Cities in Minnesota and Oklahoma City, Okla. More than 15 movie titles are involved in the pilot test.
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