Hyperlinking the Supply Chain... “This is actually fun -- like a multimedia scavenger hunt. It's as though the store is reaching out to help me, entertain me, and, yes, take my money. ... A produce kiosk equipped with a digicam and identification software prints price stickers for fruits and veggies based on size, color, and shape; a sommelier kiosk regards a bottle of wine, tells me the appellation, suggests accompanying dishes, and compares vintages.”

That’s Josh McHugh writing in Wired magazine (July 2004) about the Extra Future Store in Rheinberg, Germany, which is pioneering the use of RFID (Radio Frequency IDentification) tags in supermarkets.

“You'll start by grabbing a cart and swiping an ID card through a reader mounted on the handle. Now the cart can announce your presence to every kiosk, display shelf, and electronic price tag as you move through the store. The cart also will have a console that generates a shopping list based on your purchasing habits and a map to navigate the aisles.”

There’s more. “Dynamic Pricing: Prices will be updated each night in response to real-time fluctuations of supply and demand. … Advertising Display: Shoppers strolling by will be served custom ads based on buying habits and demographic profile. … Smart Shelves: Inventory data will be refreshed in real time by readers embedded in the shelves. The information will be sent to everyone in the supply chain: retailers, distributors, and manufacturers.”

Wow, is this the future that I dreamed about in last year's Dispatches -- Self-Service Causes Stress. Then It Doesn't. (Dec 11, 2003) and Will You Scan Your Own Groceries? (Dec 2, 2003)?

Tell the World... You'll notice the Announcement above (and below) for RE3W, which aims to "smoothly move transactions from origination through closing." This is the last week for pre-launch registration. Many thanks to Founder Richard Frost at RE3W for advertising in the Dispatch. If you want to announce your product or service to the commercial real estate industry, send e-mail or call 415-461-4703.

--Peter Pike