Influence of the Use of RFID-technologies on the, Merchandising Effectiveness in Retail on the Example of Zara in SC "Fantastic"

Student: Karaseva Alena

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

In this paper, the ways of using RFID technology in modern marketing and merchandising were considered, and the efficiency of using this technology for retail trade was evaluated using the example of the fashion brand ZARA. To evaluate the effectiveness, a number of experiments were conducted to identify the advantages and disadvantages of using RFID merchandising and visual merchandising. Based on the results of the research, new ideas for the application and implementation of RFID technology in the operational and commercial processes of the ZARA brand were developed.

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