An innovative radio frequency identification (RFID) product, SmartShelf, is expected to revolutionize retailing by providing real-time information on consumer actions, shelf inventory, and product merchandizing.

The SmartShelf was developed by SAMSys Technologies Inc. (www.samsys.com) for International Paper Co. (www.internationalpaper.com) to enhance an operation's data flow.

The SmartShelf is configured in a horizontal frame that serves to hold other objects. So while it is expected to revolutionize retailing, it can be used in any industry on any application onto which you place objects, says Cliff Horwitz, SAMSys CEO.

"The SmartShelf is a pro-active technology. It is providing information that's insightful," says Horwitz.

"It is a RFID reader integrated into a display unit which provides multiple functionality. An operator has insight into any number of functions taking place," he says.

What makes SmartShelf unique is that it is individually designed for each customer.

"Unlike traditional RFID vendors, who have standard reader form factors, SAMSys can redefine its reader's specifications to meet our customer demands," says Steven Van Fleet, International Paper's e-packaging product director.

The technology's limited frequency range allows customer action to be recorded. Retailers can get a better feel for what is of interest to customers and then merchandize accordingly. The Smart-Shelf also monitors what is in stock, but more importantly, what is out of stock.

And, the SmartShelf monitors in real-time the impact of product merchandizing, such as moving product to another shelf. It can also tell the retailer what is in each shelf compared to what should be in each shelf, so retailers know what is misplaced.

Horwitz says this technology is in its infancy but he is optimistic about what it is capable of doing. He sees the next generation of the SmartShelf technology being multi-frequency.

To view a product demonstration of what Revlon plans to market in the future, visit www.samysys.com/implementations.html.