Ralph Lauren Adds Digital Product IDs


Originally published by Chain Store Age:

Ralph Lauren Corp. is launching digital product identities (IDs) for tens of millions of Ralph Lauren products, starting with the Polo brand.

By scanning the digital product ID on the product label with a smartphone, consumers can confirm whether their purchase is authentically Ralph Lauren, learn about product details and receive styling tips and recommendations. Across the supply chain, digital product IDs enable real-time visibility for the vertical apparel retailer to track product from the point of manufacture and improve inventory management.

Ralph Lauren conducted mass-scale product digitization in partnership with connected IoT platform Evrythng and with technology partner Avery Dennison. The company hosts digital product IDs on an agile platform and as the program scales, it is investigating new features build a stronger, more personalized relationship with customers.

Digital product IDs are being phased into all Polo Ralph Lauren products and are currently available for certain products in select global retail stores and on the Ralph Lauren e-commerce site.

“The launch of digital Product IDs demonstrates how we continue to use technology to deliver more for our consumers and ensure the integrity of our products throughout their lifecycle,” said David Lauren, chief innovation officer, Ralph Lauren Corp. “The application of this technology means every Polo product will be ‘born-digital’ which represents a new milestone in data intelligence innovation in our sector.”