rfid and consumers: understanding their mindset

RFID and Consumers:Understanding Their Mindset

A U.S. Study Examining Consumer Awareness and Perceptions ofRadio Frequency Identification Technology

Prepared for NRF by

NewRFID_NRF Layout 6/15/04 12:24 PM

Understanding Their Mindset

RFID and Consumers

Understanding what consumers think about RFID can helpensure that companies are in a position to leverage the technology’s full potential and gain return on their investment.

What if you could:

• Help your customers more quicklyrecover stolen high-ticket items such as consumer electronics?

• More quickly and accurately locateproducts involved in a recall and getthem off store shelves and out of consumers’ homes faster?

• Ensure the authenticity of the productsyou sell and improve security of prescription drugs?

• Offer reduced prices to your customersas a result of eliminating costs fromyour supply chain?

These scenarios share at least one featurein common: They are among the potentialbenefits from RFID that consumers identify as extremely important to them. Because RFID can play a role in realizing these benefits, it’s importantthat businesses focus on these areaswhen positioning RFID.

Radio Frequency Identification (RFID)has rapidly taken center stage at industryforums around the globe. RFID is not afad or a new technology; consumers havebeen using RFID tags at gas stations andhighway toll booths for years. What’s

new is its increasing affordability — andhence scalability — and the commitmentto use the technology to drive cost savingsand improved efficiency.

The focus of RFID today is on tagging atthe case and pallet levels. However, theconsumer — along with other key factorssuch as standards, technology, resourcesand business impact — must be takeninto account when incorporating RFIDinto your business. Even though RFIDwill not hit the item level for severalyears, consumer buy-in is essential giventhe current public debate. It is important,therefore, that companies gain an under-standing of the consumer mindset soonerrather than later so they can set the stagein a positive way.

Should the industry fail to educate consumers about RFID, that role willdefault to consumer advocacy groups,which have already raised the issue of privacy as a key concern. “It’s such a one-sided conversation about the needsof businesses, with so little input from the citizens and consumers who are the major stakeholders in society,” noted Katherine Albrecht, founder ofConsumers Against Supermarket PrivacyInvasion and Numbering (CASPIAN), inan interview with the Associated Press.

© 2004. Capgemini. All rights reserved.1


With the current consumer-relateddebate around RFID focused almostentirely on privacy concerns, it’s difficultto assess what consumers think of thetechnology on a broader basis and howmuch they really understand about it. Toget a more holistic view of the consumermindset and gauge consumers’ currentawareness and perceptions of RFID,Capgemini conducted consumer researchin the U.S. The survey included a briefexplanation of RFID and a wide range ofquestions: How do consumers perceiveRFID? Which benefits stemming fromRFID are most important to them? Whatconcerns them the most? What wouldmake them willing to accept RFID? The answers to these questions can help companies better understand how to make the most of RFID at the item-tagging level.

Consumers Appear Open toCommunication About RFIDOne key finding to come out of theresearch is the fact that most consumershave not yet formed a strong opinionabout RFID and, in fact, many are looking

for more information about the technology.This represents good news for businessesas it means consumers appear open tocommunication and educational effortsthat can increase their knowledge andunderstanding of RFID.

Overall conclusions from the researchinclude the following:

• Consumer awareness of RFID is pre-dictably low at this time. Among thosewho have heard of it, their perceptionsare mixed, with most viewing RFIDfavorably or having no opinion.

• The potential benefits from RFID thatare most important to consumersinclude:

– Faster recovery of stolen items

– Improved car anti-theft capabilities

– Consumer savings stemming fromreduced product costs

– Improved security of prescriptiondrugs

– Faster/more reliable product recalls

– Improved food safety/quality

• Many consumers said they would bewilling to buy an RFID-enabled productto get the benefits that are most important to them. However, a smallerpercentage would consider paying more to receive those benefits.

• Key concerns regarding RFID includethe potential use of consumer data by a third party, an increase in targeteddirect marketing and the ability totrack consumers via their product purchases. Environmental and healthissues were somewhat lower on the list.

• Consumers’ views were mixed regardingwhen they believe RFID tags will appearon most of the products they buy, withone-third saying two to five years.

The research findings on the followingpages offer additional insight into theconsumer mindset regarding RFID andcan serve as a benchmark for companiesas they develop their RFID strategy and approach.

Research Methodology: About the Study

Capgemini worked with SmartRevenue, a Ridgefield, Connecticut-based research firm,to conduct this RFID study. The objectives of the study included:

• Gaining a better understanding of consumers’ awareness and perceptions regardingRFID technology and assessing their willingness to purchase RFID-enabled products.

• Examining consumers’ views regarding the potential benefits of the technology, aswell as their concerns and issues.

• Understanding consumer perceptions regarding the timeline for RFID tagging at theitem level.

The study was conducted in October 2003 using an Internet panel. More than 1,000U.S. consumers were surveyed. Respondents were required to be 18 years of age orolder. The composition of the consumer sample was based on a projectable nationalsample representative of the population from the standpoint of age, gender, educationand residential location.

Consumers were asked to complete a questionnaire that included a brief explanation of RFID and a wide range of questions regarding the technology, as well as basicdemographic questions such as gender, age and education.

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Awareness and Perceptions:What Consumers Think About RFID

Speaking during a panel discussion at anRFID Journal Live! session in Chicago,Katherine Albrecht of CASPIAN statedthat “two-thirds of the consumers who haveheard of the technology [RFID] and don’teven know much about it are opposed toit.” Our research found otherwise.

It’s true that consumer awareness of RFIDis predictably low at this time, with just23% of respondents saying they hadheard of the technology. However, amongthose who are familiar with it, their perceptions are mixed, with 42% viewingRFID favorably; 10% viewing it unfavor-ably; and 48% indicating that they didn’tknow or had no opinion. This findingindicates that many consumers have not yet formed an opinion about RFID,providing an opportunity for businessesto position RFID in a favorable light and educate consumers about the bene-fits of the technology.

Consumers who have heard of RFID get their information from a variety of sources, primarily the media and word-of-mouth. Following are representative responses:

• “From friends, in conversations”

• “At work, industry publications”

• “An article in Newsweek”

• “An article in Wired magazine”

• “Computer trade journal”

• “News report on CNBC”

• “Read about it on the Internet”

• “Article saying Wal-Mart wanted itssuppliers to use RFID technology”

Awareness of Existing RFIDApplications Is LowTo gauge consumers’ awareness of existingexamples of RFID, we asked respondentswhether they used applications such asthe Mobil SpeedpassTM to pay for gas atthe pump or an electronic highway tolldevice such as E-ZPassSM when commuting

Have You Heard of RFID Technology?

Yes

No

% of consumerssaying

What Is Your Perception of RFID Technology?

Favorable

Unfavorable

Don’t know

No opinion

% of consumers saying

23%

77%

42%

10%

17%

31%

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or traveling. About half either use theapplications or have heard of them even though they don’t use them.

Said one consumer: “I heard of the MobilSpeedpass and the speed passes that areused for tolls a long time ago. I actuallyheard the term RFID and connected thetwo last night during the episode of [science-fiction TV series] ‘Alias.’” Mostrespondents, however, did not make theconnection between these applicationsand RFID. When we asked consumers if they were aware that the MobilSpeedpass and E-ZPass use RFID technology, eight out of 10 said “no.”

Educating consumers about applicationssuch as these that are already in wide-spread use may make RFID seem morereal and therefore less daunting. This may help lessen the “fear of the unknown”expressed by some consumers. In fact,RFID is not as unknown as many consumers may think.

How did consumers’ feelings about RFIDcompare with their willingness to buyproducts enabled with RFID tags? Earlyin the survey, we asked respondentsabout their willingness to buy RFID-enabled items. Just under one-quartersaid they would definitely be willing tobuy such products, about one-third weresomewhat willing, 13% said they were not at all willing and one-third had noopinion. To delve deeper into this area,we asked additional questions later in thestudy about consumers’ willingness tobuy RFID-enabled products in order toreceive specific potential benefits. Thesefindings are presented in the followingsection on RFID benefits.

Throughout the study, consumer concernsabout costs and prices arose, with manyverbatim comments focused on whatRFID might do to the cost of goods.Some wondered if prices would go up;others believed they might go down.When asked directly about whether theythought the use of RFID would raise,lower or have no impact on the cost ofgoods, about 40% of consumers said itwould raise the cost of consumer goods;17% said it would lower the cost; 18%believed there would be no impact; andone-quarter said they didn’t know whatthe impact on product costs would be. Atthe same time, the potential for consumersavings that might be realized throughRFID was high on the list of benefits thatrespondents indicated were extremelyimportant to them (see following sectionon benefits).

Clearly, consumer skepticism regardingcosts and prices is an important issue

that companies must consider whendeveloping their RFID strategy. Although,for example, Wal-Mart has emphasizedthat it would not accept increased costsfrom suppliers as they apply RFID tags at the case and pallet level, that messageapparently has not been heard yet by consumers. Part of that skepticism is nodoubt due to an overall belief amongsome consumers that new technologyoften brings with it higher prices. As oneconsumer said: “Any new technologymeans a raise in the cost of the product.”

While that’s a bigger battle to fight, businesses should be aware of and determine how best to address consumerconcerns about costs as they incorporateRFID into their operations. Making itclear to consumers that prices might actually be reduced as a result of theelimination of supply chain costs throughRFID should be an element included incompanies’ communication strategy.

“I heard of the Mobil Speedpass and the speed passes that are used for tolls along time ago. I actually heard the term RFID and connected the two last nightduring the episode of ‘Alias.’”

— Consumer response to the question: How did you hear about RFID technology?

0%

10%

20%

30%

40%

50%

Impact of RFID on Cost of Goods

Raise cost

Lower cost

No impacton cost

Don’t know


41%

17% 18%

25%

4


What Benefits Matter Most:Security, Safety and Savings

In most consumer-related RFID discussionsto date privacy has been the centralfocus, and in fact our study addressedthis concern (see following section). Yet,little attention has been paid thus far tothe other side of the coin — the potential benefits that consumers might realizethrough RFID.

To understand which benefits would be most important to consumers — and therefore should be considered bybusinesses as they position RFID — we included a list of benefits in the survey and asked respondents to rate the importance of each.

Some of the responses came back asexpected, but there were also a few surprises. The top five responses were:

1. Faster recovery of stolen items (such as cars and consumer electronics)

2. Improved car anti-theft capabilities(stemming from applications such asimmobilizers that will not allow thecar to move)

3. Consumer savings due to decrease in manufacturer and retailer costs

4. Improved security of prescriptiondrugs (ensuring against tampering,incorrect medications, incorrectdosage, etc.)

5. (Tied) Faster, more reliable recalls (of cars, tires, food items, toys, etc.);and improved food safety/quality(ability to identify product origins,better quality control, ability to trace products from “farm to table,” etc.)

At the bottom of the rankings were in-aisle companion product suggestions,instant recognition of preferences to getfaster/improved service, and increasedaccess to more products. Benefits such asimproved price accuracy, faster checkoutand fewer out-of-stocks ended up in themiddle of the list, somewhat lower thanmight have been anticipated.

The good news for businesses is thatsome of the benefits that matter most toconsumers — such as recovery of stolenitems, security of prescription drugs and improved food safety/quality — are already being addressed through pallet- and case-level RFID tagging in the supply chain. Companies shouldmake the most of this by promotingthese applications when communicatingwith consumers about RFID.

In most cases, the number of consumerswho indicated that they would be willingto buy an RFID-enabled product in orderto get a particular benefit was comparableto those rating the benefit as extremelyimportant. For instance, 71% said thatfaster recovery of stolen items wasextremely important, and 68% said theywould buy an RFID-enabled product toget this benefit.

The numbers dropped off, however, when respondents were asked a follow-up question about whether they would consider paying more for the product — indicating again that costis a key concern for many consumers.

“I would like more information, in commonlyunderstood language,about RFID — what it is and what it can do for me — without all thehigh-tech mumbo jumbo.”

— Consumer response to the question: What might

lead you to buy an RFID-enabled product?

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Demographics Can Make a DifferenceThere were a few demographic differencesworth noting. In general, women tendedto rate many of the potential benefitsfrom RFID as more important than didmen. Of particular note were improvedsecurity of prescription drugs, consumersavings due to decreased costs andimproved food safety/quality. However,men indicated a greater willingness thanwomen to buy RFID-enabled products.

In addition, consumers between the agesof 25 and 49 tended to rate the potentialbenefits as more important than didrespondents in other age groups.

When consumers were asked in an open-ended question to consider what mightlead them to buy an RFID-enabled product, many identified factors such as lower prices, convenience, improvedsecurity, awareness of benefits, privacyassurances and a better shopping experience. Following are some representative responses:

• “Lower cost, added security”

• “If it were on expensive items andwould deter theft or could track stolen item”

• “Anything that promotes a faster, bettershopping experience”

• “Assurance of my privacy and thatcosts don’t go up”

• “Being shown that it provides a realbenefit to me, the way E-ZPass does”

• “Convenience, speed of sale, ease of payment”

• “I would have to know much morethan I know now”

• “If a salesperson explained the use of it to me thoroughly and explained its benefits”

Many respondents said they would likemore information, presented in a mannerthat is easy to understand, about RFIDbefore buying such a product. Thispoints to the need for consumer educationboth in advance of the arrival of itemtagging and at the store level once itarrives. Said one consumer: “I would like more information, in commonlyunderstood language, about RFID —what it is and what it can do for me —without all the high-tech mumbo jumbo.” 0% 10% 20% 30% 40% 50% 60% 70% 80%

Faster recovery of�stolen items

Improved car anti-theft�capabilities

Consumer savings due to�decreased costs

Improved security of�prescription drugs

Faster, more reliable�product recalls

Improved food�safety/quality

Improved price accuracy

Faster checkout

Reduced product�counterfeiting

Instant access to more�product info

Reduced out-of-stocks

Instant access to product�availability info

Increased access to�more products

Instant recognition of�preferences

In-aisle companion�product suggestions

6561

38

7168

50

7067

52

6664

N/A

6255

30

6263

42

6161

29

5860

30

5653

30

5045

26

4940

19

4645

21

4441

19

4136

22

2824

18

Importance of Potential Benefits from RFID

Consumers saying “extremely important”

Would buy RFID-enabledproduct to get this benefit

Would consider paying more for it

= Not asked

% of consumers

N/A

6


Concerns and Issues:Educating Consumers, Debunking Myths

Consumer data used�by third party

Targeted more with�direct marketing

Tracking of consumers via�product purchases

Health issues stemming�from RFID

Environmental impact

RFID tags that can be�eaten/dissolved

Tags could be read�from a distance

69

67

65

56

45

43

42

0% 10% 20% 30% 40% 50% 60% 70%

Consumer Concerns Related to RFID

% of consumers saying “extremely concerned”

When it comes to consumer concernsrelating to RFID, there’s no question that privacy heads the list and must beaddressed by companies as they commu-nicate with their customers about RFID.Consumers in our survey were asked inan open-ended question (without anyprompts) to identify the most importantissue to them regarding RFID. Manypointed to privacy, data acquisition/use,accuracy, higher prices, loss of jobs stemming from automated technology andhealth concerns. Consumer commentsranged from “Big Brother is watching andacquiring data” to “Health issues wouldbe my concern; the long-term effects onhumans” to “Fear of the unknown.”

In a separate question, consumers weregiven a pre-programmed list of potentialconcerns related to RFID, and again privacy-related issues came out on top.Almost seven out of 10 respondents saidthey were “extremely concerned” aboutthe use of consumer data by a thirdparty; 67% were concerned that theywould be targeted more with direct marketing; and 65% were concerned

about the ability to track consumers viatheir product purchases. Environmentaland health issues were somewhat loweron the list.

Women expressed greater concern thanmen about the environmental impact,consumer tracking and health issues.However, men were more concernedabout the possibility that RFID tags could be read from a distance.

There were also some variances based onage. Respondents in the 25 to 34 and 35to 49 age brackets were most concernedabout issues such as the environmentalimpact, use of data by third parties andthe potential for tags to be read from adistance. The youngest and the oldestconsumers expressed the least concernabout any of the issues relating to RFID.

The level of concern apparent in ourresearch makes it clear that companiesshould take responsibility for educatingtheir customers by addressing privacy,environmental, health and tracking issueswith clear, understandable facts. And

these concerns must be taken seriouslyeven — or perhaps especially — if consumers’ worries are in fact unfounded.Don’t assume, for example, that becauseyou know RFID tags can’t be read from adistance that consumers know that aswell. In fact, more than 40% of ourrespondents were extremely concernedabout that issue, and their worriesshould not be ignored or brushed off. It’s up to businesses to debunk anymyths regarding RFID.

Consumers Are Looking for InformationThe good news is that consumers appearopen to educational efforts focused onthese topics. Said one respondent whenasked what was the most important issuerelating to RFID: “Educating consumers,because I don’t know enough about it.”

To put consumers’ privacy concerns intoperspective, we asked respondents toconsider how RFID compared to othertypes of consumer technology. They wereasked to indicate whether they thoughtRFID might have a greater, the same or a lesser impact on individual privacy incomparison to cell phones, debit/creditcards, ATMs, frequent shopper cards,access-control badges, smart cards andcamera phones. Between 40% and half ofrespondents expect the impact of RFIDto be greater than these other technologies;one-quarter to one-third expect theimpact to be the same; and the remaindersaid the impact would be less or they didn’t know. Women were somewhat morelikely than men to believe that RFIDwould have a greater impact on personalprivacy than the other technologies.

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“I’m wondering how expensive it would be for retailers and manufacturers to implement this new technology given that they would have to completely changetheir scanning/inventory system.”

— Consumer response to the question: What is the most important issue in your mind regarding RFID technology?

62%58%

54% 53%

0%

10%

20%

30%

40%

50%

60%

70%

80%

42 28 13 17

49 27 9 15

50 26 10 14

49 26 10 15

47 34 5 14

51 31 5 13

49 31 5 15

40 30 11 19

0% 20% 40% 60% 80% 100%

Cell phones

Debit cards

Credit cards

ATMs

Frequent shopper�cards

Access-control�badges

"Smart" cards

Camera phones

Privacy protection regarding RFID written into law

Ability to disable tag at store post-purchase

Customer opt-in/opt-out choiceregarding info collected via tag

Clear, understandable product labels that indicate RFID-enabled


RFID will havegreater impact

RFID will have same impact

RFID will have lesser impact

Don’t know


Factors Affecting Willingness to Buy RFID-Enabled Product

The Impact on Privacy From RFID vs. Other TechnologiesWhat would it take to allay consumers’privacy concerns? EPCglobal (formerlyAutoID, Inc.) issued the following guidelines for RFID deployment:

• Consumer Notice – Consumers will be given clear notice of the presence of EPC (RFID) tags on products orpackaging through the use of an EPC(Electronic Product Code) logo or identifier on the products or packaging.

• Consumer Choice – Consumers willbe informed of the choice that theyhave to discard, disable or remove EPCtags from the products they acquire.

• Consumer Education – Consumerswill have the opportunity to easilyobtain accurate information about EPC and its applications, as well as information about advances in the technology.

• Record Use, Retention and Security –As with conventional bar code technol-ogy, companies will use, maintain andprotect records generated through EPCin compliance with all applicable laws.Companies will publish, on their websites or otherwise, information ontheir policies regarding the retention,use and protection of any consumer-specific data generated through theiroperations, either generally or specificallywith respect to EPC use.

Our survey asked consumers how someof these and other factors might influencetheir willingness to buy RFID-enabledproducts. Respondents indicated that legislated privacy protection is the key option that would influence theirwillingness to buy. The ability to disableRFID tags at the store after purchase wasa close second influencer; followed by an

opt-in/opt-out choice on the part of theconsumer regarding information collectedvia the tag; and clear, understandablelabels that indicate that a product isenabled with an RFID tag.

Again, the issue of costs came up when consumers were asked about RFID-related issues. Said one respondent:

“I’m wondering how expensive it wouldbe for retailers and manufacturers toimplement this new technology giventhat they would have to completelychange their scanning/inventory system.And if it does end up being costly, whatare the consequences on the price oftheir products?”

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Looking — and Thinking — Ahead

11%

21%

33%

11%

3%

21%

0%

5%

10%

15%

20%

25%

30%

35%

12%

16%

19%

9%

14%

30%

0%

5%

10%

15%

20%

25%

30%

35%

Within 1 year

Within 2 years

2–5 years

More than 5 years

Not sure

Never

How Long UntilRFID Is a Reality?

How Long Would YouLike It to Be Before RFID Is a Reality?


The key message to come through loudand clear in our research is that RFID is atopic that matters to consumers. What’smore, they have opinions that should betaken into consideration as part of anyRFID strategy. At least some consumersalso have a fairly good grasp on the likelytimetable for RFID at the item level.When respondents were asked whenthey thought RFID tags would appear onmost of the products they buy, one-thirdsaid two to five years. Only 11% thoughtsuch tagging would occur within oneyear and 11% thought it would be morethan five years. Another 21% were unsure.

As a closing question we asked consumershow long they would like it to be beforeRFID tags appeared on products. Theirresponses were mixed: 28% said one ortwo years, 19% said two to five years, and almost one-third were unsure. Just14% said they hoped RFID would neverbecome a reality.

Consumer views on the RFID timeline are aligned fairly well with industry estimates, which anticipate item taggingarriving within several years. This allowssufficient time for education efforts andincorporation of consumer considerationsinto RFID strategies. The importance ofeducation cannot be overstated. If theindustry fails to educate consumers, thatrole will default to consumer advocacygroups, which have already drawn attention to the privacy issue.

The findings of our consumer researchcan serve as a guide for companies asthey make strategic decisions and choicesabout how to implement RFID in theirbusiness in such a way as to realize areturn on their investment in the technology.The following recommendations can helpensure that companies are in a positionto leverage the full potential of RFID whenit reaches the item-tagging level:

• Include consumers in the RFID discussion. RFID is a “game-changing”technology that has the potential tofundamentally alter the global supplychain and the store experience in thecoming years. The consumer should beone of the five key elements — alongwith standards, technology, resourcesand business impact — of your RFIDstrategy and approach.

• Begin to communicate with consumersabout RFID sooner rather than later;educate them about the technologyand the potential benefits. They’reopen to learning about RFID — butremember to speak their language, notindustry or technology jargon.

• Make it clear that there’s something in it for them; there are consumer benefits to be realized, not just businessbenefits. Communicate with consumersabout the applications already in placethat are addressing some of the benefitsthat matter most to them.

• Address their concerns and debunkmyths with facts regarding costs and prices, as well as privacy, and environmental and health issues.

• Take it slow — but don’t wait too long toget started. Build consumers’ knowledgebase gradually rather than inundatingthem with too much information all atonce. Most don’t expect RFID tags toappear on products for a few yearsstill, so work within that timeline.

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Taking RFID One Step at a TimeThis last recommendation holds true for companies’ overall approach to RFID,not just the consumer education aspect.Because of the scope and impact RFID isexpected to have on companies’ opera-tions, it is best deployed in a controlled,step-by-step fashion to grow with the volume of data being introduced into thebusiness. Our experience at Capgeminiindicates that a sensible approach toRFID should include the following steps,with consumer considerations factored in accordingly:

• Insight: The first step is to buildawareness in your company around thetopic, particularly with the supply chainmanagement part of the organization.

• Pilot: Get acquainted with the technolo-gy and do some preliminary testing inorder to determine how applicable RFID is to your company.

• Roadmap: To build the right roadmapto RFID adoption, you should performa business case analysis, determiningyour benefit priorities and dependencies.

• Implementation: Start with a containable part of the process (forexample, a returnable assets pool).Focus on early success by addressingcurrent pain points such as missedcross-docking cut-off times or misroutes.

• Deployment: Then build your applications to encompass more of the processes and suppliers.

RFID allows companies to gain a competitive advantage. For example,manufacturers benefit from being a preferred supplier to the bigger retailersand by manufacturing and distributingtheir goods in a smarter fashion. Retailerscan lower their supply chain costs earlierthan the competition, and offer a richerexperience to their customers.

Reaching this future state, however, will require gaining the trust of consumers before they find RFID tags in their shopping carts. Our research findings and accompanying recommen-dations can help companies achieve this objective and realize greater return on their RFID investment.

About the National Retail Foundation

The National Retail Federation is theworld’s largest retail trade association,with membership that comprises all retail formats and channels of distribution including department,specialty, discount, catalog, internetand independent stores as well asthe industry’s key trading partners of retail goods and services. NRFrepresents an industry with more than1.4 million U.S. retail establishments,more than 23 million employees —about one in five American workers— and 2003 sales of $3.8 trillion. As the industry umbrella group, NRF also represents more than 100 state, national and internationalretail associations. www.nrf.com

About Capgemini

Capgemini, one of the world’s foremost providers of Consulting,Technology and Outsourcing services,has a unique way of working with its clients, called the CollaborativeBusiness Experience. Backed by over three decades of industry andservice experience, the CollaborativeBusiness Experience is designed tohelp our clients achieve better, faster,more sustainable results throughseamless access to our network ofworld-leading technology partnersand collaboration-focused methodsand tools.

Through commitment to mutual success and the achievement of tangible value, we help businessesimplement growth strategies, leverage technology, and thrivethrough the power of collaboration.Capgemini employs approximately55,000 people worldwide and reported2003 global revenues of 5.7 billioneuros. To learn more, click on “industries” at www.capgemini.com.

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Capgemini

North America

5 Times Square

New York, NY 10036

USA

+1 917 934 8000

Europe

Papendorpsweg 100

3528 BJ Utrecht

The Netherlands

+31 30 689 89 89

www.capgemini.com

National Retail Federation

Liberty Place

325 7th Street, NW, Suite 1100

Washington, DC 20004

USA

+1 202 783 7971

www.nrf.com

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