As a future marketer I am always looking for new forms of technology that can be used to find consumer trends, preferences, and buying habits in the marketplace. Consumers are becoming more and more conscious of their buying habits and also they are beginning to understand that marketers play a very strategic role in influencing those decisions. Imagine a world where information about what items a consumer is picking up off the shelves in the grocery store, what they are putting back, and what drives them to make their final buying decision can all be recorded on a seconds notice. A lot of research is being put into Radio Frequency Identification Systems or RFID.
Developers are putting a lot of work into using RFID chips as a way for customers to carry around less identification credentials in the purse or wallet. There is talk about inserting these chips into the skin between the thumb and the pointer finger of consumers as a way to have their license, insurance, and credit card information all located on the consumer. Instead of consumers swiping their credit card at the register, they would be able to run their hand over a sensor. Same goes as when you go to the doctors office or get pulled over for a speeding ticket. This would also provide marketers with tons of information about the consumer buying preferences and trends. By being able to tell what items consumers are picking up and putting down, marketers and retail establishments can determine what items are valued, prime placement on shelves, and what parts of stores are getting visited more often than others. Although this seems like a win-win situation for both parties (marketers and consumers), there are still some critiques.