Ralph Lauren is integrating digital product identities into millions of its products in a bid to tackle widespread counterfeiting of its brand.
Digital product IDs will be installed in the labels of tens of millions of Ralph Lauren products, starting with its flagship Polo brand.
the company announced in a press release……
So how does it work? Well, according to the company, they have made sure that the process is easy. All the consumer has to do is scan the Digital Product ID on the product label with their smartphone. By doing so, the consumers can confirm whether their purchase is authentically Ralph Lauren, learn about the product detail and receive styling tips and recommendations. Equally, the technology provides insight into the supply chain that helps drive efficiency around orders and inventory.
In addition to authentication, creating unique digital identities for each product enables a variety of applications that personalize the consumer shopping experience and create efficiencies across supply chain management. These include increased connectivity for consumers who can scan the QR code to receive additional product details and styling recommendations. Across the supply chain, Digital Product IDs enable real-time visibility to track product from the point of manufacture and improve inventory management.
Ralph Lauren’s Digital Product IDs are hosted on an agile platform and as the program scales, new features are continually being explored to unlock the full potential of this technology and build a stronger, more personalized relationship between RLC and its consumers.
Ralph Lauren partnered with Evrythng and Avery Dennison to integrate the new digital labels on a mass-scale in its supply chain.
The IDs are currently available for certain products in select physical and online stores, but the brand says it will eventually phase them into all products.
“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,” Ralph Lauren’s chief digital officer David Lauren said.
“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.”
