The company identified retailers as early adopters and set out to convince the retail sector that radio frequency identification (RFID) technology could offer major improvements in supply chain management. Printronix had launched plans to build RFID capabilities into its printers. However, the biggest challenge lay in de-mystifying RFID - a very young emerging technology - as many retailers had yet to recognise its value. In order to develop a strategy to demonstrate the benefits to retailers, the company drafted in Hotwire.
Hotwire realised an educational campaign across Europe would require a phased approach. RFID uses radio frequencies embedded in tags (about the size of a ten pence coin) to uniquely identify an object, animal or person. A key advantage of RFID technology over traditional bar coding is that it eliminates the line-of-sight reading that bar coding depends on. With RFID, companies can improve visibility in the supply chain and ensure effective tracking of goods in a warehouse or monitoring stock levels in a retail outlet.
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Campaigns 
