CEAD

Visitors to the Impetus Expo were among the first to use the EPC Magic Mirror.

GS1 Australia along with NEC has commissioned a new state of art EPCmagic Mirror. The mirror was released during Impetus 2008 at the Impetus Expo, a free trade show which runs concurrently with the conference.

The EPCmagic mirror is one of a number of social merchandising initiatives that GS1 Australia is introducing by leveraging GS1 EPCglobal standards. Technologies including RFID, mobile commerce, and content management, Internet/Web 2.0 along with GS1 standards have the foundation of these concepts.

While these mirrors have been used in retail trials overseas, this is the first time one has been used in Australia, according to Davide Iacovitti, Applications & Content, NEC Australia.

Powered by the usage of GS1 EPC/RFID standards this mirror will add a new dimension to consumer shopping. EPC/RFID technology enables the mirror to interact with shoppers in a retail environment to assist them in their choices and to provide them with recommendations on other possible purchases.

The EPCmagic Mirror combines specially designed antennas with an integrated RFID reader to read RFID tags on clothing. As the shopper chooses a product and tries it in front of the mirror, the intelligent mirror will read the information on the tag and send the ID number to the central database of the store. Details of the product along with the available sizes and colors are sent back to the mirror which will also offer the shopper a suggestion about various accessories.

The EPCmagic Mirror is a result of collaboration between NEC and its Digital Signage partner CEAD. The technology integrates NEC’s digital signage software and the prototype was developed and built at NEC’s research and development labs in Melbourne.

“Shoppers are bombarded with hundreds of advertising messages and tons of information every time they go shopping. We wanted to develop a way of providing the information they need and want, when they need it,” Mr Iacovitti said.

“With the intelligent mirror, we’re revolutionising the way we deliver this by displaying it inside the mirror as they are trying on their clothes. Retailers can tailor the content they wish to display on the mirror. For example, shoppers can see instantly what sizes and colours are available as well as pricing information and tips and advice on which accessory will go best with what they are wearing,” he said.

                         Some of the main systems components are:

                         1. RFID Tags - EPC/RFID tags based on EPC Gen2 technology with GS1 trade item keys.

                         2. RFID Readers - UHF RFID readers and antennas based on EPC Gen 2 standards.

                         3. Glass - Reflective semi-transparent glass mirror solution from Germany.

                         4. RFID Software - RFID Middleware controller – Based on EPC ALE (Application level events) standards provided by NEC.

                         5. Digital signage software - Signage Software, multimedia and custom application development and a visual

                             interactive terminal provided by NEC and it’s partner CEAD systems.

                         6. System integration and design by NEC and CEAD.