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How Armani beauty is testing an RFID-powered cashier-free checkout

The Armani beauty pop-up store featuring self-checkout. Image courtesy of Armani beauty/payfree

Armani beauty is testing RFID-based self-checkout in a store environment as it looks for new ways to give the buyers of its premium products an experience that is both personalised and convenient. 

The brand has teamed up with checkout provider payfree to use Special-use RFID tags from Avery Dennison in a cashier-free pop-up store at the Berlin International Film Festival. 

Shoppers – whether film fans or passers-by – can test a range of Armani fragrances and make-up products in a shop that offers personalised experiences and is now open on Berlin’s Potsdamer Platz until February 26. Once customers have chosen the products they want to buy, they put them in a shopping bag which they pass through the payfree scanning unit as they leave the store. The items are automatically identified and paid for using contactless cards or a digital wallet. 

“This new checkout technology perfectly matches the premium customer experience we aim to deliver in beauty retail,” says Elise Mannweiler, general manager at the Armani beauty brand. 

Mannweiler, who is in charge of Armani beauty´s pop-up store project, adds: “We are always looking for ways to improve the shopping experience for our customers and this technology has allowed us to do just that.”

If the trial is successful, Armani beauty and parent company L’Oréal will look at using the payment method in other situations.

Yasar Hanli, L’Oréal’s digital director, says: “We are constantly exploring new technologies to enhance the customer experience. Combining RFID and self-checkout technology is a great example on how to create innovation to achieve this. We are looking forward to see how the Berlinale pop-up will be received and will potentially incorporate this technology into more of our store concepts in the future.”

The Armani fashion house, founded in Milan by Giorgio Armani in 1975, has licensed L’Oréal Group to develop high end perfumes, skin care and make-up under its name since 1988. That agreement was renewed in 2018 until 2050. 

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