The agency began its campaign in December 2003 by commissioning research into adoption of RFID among European retailers. The research revealed 41% of respondents across the UK, France, Germany, Italy and Spain were planning an RFID pilot in 2004. This report – the first ever research into RFID adoption and the issues likely to hinder its adoption - allowed Printronix to talk to the media in each of the five markets credibly about market facts and issues. The findings were used to target early adopters in all five European markets through the IT, retail and logistics press.
In the next phase, Hotwire built upon the first study. Printronix was preparing to launch its RFID printers developed specifically for the European market. The agency commissioned a pan-European study in June 2004 to refresh existing research and ask new questions about barriers to adoption, as well as looking ahead to 2005. |
Campaigns 
