![]() At the same time, brands being sold via non-authorized markets or regions can be identified and their supply journey traced, allowing brand owners to take action to close those supply lines. RFID allows producers and retailers to track products through their legitimate supply chain, simultaneously enabling those products to be authenticated and marked with their official, intended destination. ![]() It's also an issue for brands and retailers in other luxury goods markets where the size of a brand’s grey market can exceed that of official, authorized retailers. In the wines and spirits market, industry estimates cite that approximately one in four bottles of wine, Champagne and spirits globally are sold through unregulated channels, equating to some $19bn worth of sales. The ‘grey market’, the name given to unregulated distribution channels, can damage brand integrity and value – pushing down price perception in the minds of both retailers and shoppers. This ability to track and trace each SKU at every stage of its supply-chain journey offers greater average stock level accuracy – every 3% increase in inventory accuracy, sparks a 1% sales improvement. Distribution Channel Control: Ensures your products are present in authorized markets.Production Visibility: Registers a unique digital identifier offering full visibility of production at bottle level. ![]() Digital Identity: A unique digital identity to each bottle in a seamless and fast process.However, Checkpoint has never been afraid of a challenge: our next-generation digital labels, developed specifically with the wine and spirits markets in mind, now offer complete product visibility…from place of origin, such as the vineyard, to on-shelf.Īnd it’s fast becoming apparent that other luxury markets whose values rely on brand authenticity and consumer trust are also perfect candidates for track and trace solutions. Using any radio-frequency-based technology on products containing liquid has always been a challenge due to how the liquid contents affect the radio waves. ![]() Why hasn’t RFID been used as a solution to this before now? This identifying information means individual bottles and full consignments are fully traceable with the data embedded in the RFID tags, stored, processed and analyzed in near real-time. In the case of wine and spirits, RFID-powered software captures valuable data from sensors placed on bottles and cases to monitor every stock-keeping unit (SKU) and shipment as it travels through the supply chain. RFID is capable of seamlessly obtaining digital data via a unique digital identifier embedded in an RFID tag incorporated into labels or packaging. Shoppers expect retailers and brands to underpin claims or statements with absolute knowledge, understanding and proof of where, when and how a product is made. It’s no longer enough to make claims solely through advertising or on labels, or via website ‘About’ tabs. And this is particularly important in the €359 billion European alcoholic beverages market the brand integrity that begins at the vineyard or distillery must be continued to the point of purchase…whether online or in-store. Increasingly knowledgeable consumers and external pressures are seeing the need for brands to up their game to retain their quality, authenticity, and value perception…all of which help to build and retain trust. At a time when consumers are questioning their trust of almost every organization that touches their life – from governments to brands - there’s never been a more important time for businesses to seize the moment to build trust between themselves, their retailers and shoppers.
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