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The Brief
Published: 29 Mar 2017

Retail & IoT: Product Meets Service

The evolution of IoT technology, where devices and digitised products can communicate with one another, is creating a rich new world of brand engagement opportunities. Smart products are linking to reviews, content, rewards and provenance traceability – extending brand reach far beyond purchase. 

Smart Fashion:

Global labelling expert Avery Dennison has collaborated with three brands on smart products powered by its JanelaTM platform, with connected components by British IoT experts Evrything.

  • US brand Rochambeau’s NFC-enabled smart jacket (a chip is embedded in the sleeve) gives owners access to exclusive experiences in dining, art, retail and fashion when tapped with a smartphone. See also Digitising Luxury.  
  • British jewellery designer Sarah Angold’s RFID-enabled accessories trigger interactive in-store experiences, behind-the-scenes provenance-related footage and styling recommendations, which surface on a smart mirror by Oak Lab when the wearer is close by.

Sports Connectivity: 

Dutch IoT expert Smartrac has collaborated with American sports brand Spyder and Adidas on a connected ski jacket and smart shoe, respectively.

  • Spyder’s NFC-enabled jacket triggers social media content about the US ski team, plus geo-locative intelligence like trail maps and weather data when a phone taps the logo.
  • Adidas is linking owners of its Ultraboost Uncaged shoe with exclusive content produced by US sneakerhead magazine Hypebeast, with a microsite that emerges on phones when the chip-embedded sole is tapped.

See also Retail Tech Trends 2017/18 and Smart Packaging.

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