Title: Enhancing customer lifetime value in fast fashion retailing with RFID initiatives

Authors: Pankaj M. Madhani

Addresses: ICFAI Business School (IBS), IBS House, Opp. AUDA Lake, Near Science City, Off. SG Road, Ahmedabad 380060, India

Abstract: Fast fashion retailers can achieve superior shop floor performance through deployment of radio frequency identification (RFID) tags at item level. Some of the key benefits of RFID adoption are reduced stock out, reduced labour cost, reduced inventory cost, enhanced visibility, and increased customer satisfaction. This paper aims to examine how fast fashion retailers can adopt RFID to achieve overall business excellence through value added-customer centric approach. The paper gives a better understanding of potential benefits of RFID deployment for fast fashion retailers in terms of enhanced customer lifetime value (CLV). This paper offers a conceptual framework for identifying business value added for a fast fashion retailer upon the RFID deployment and formulates a list of propositions, which form the broad basis of an empirical research agenda. The paper provides a case study of RFID deployment by fast fashion retailer and highlights new directions for further research.

Keywords: fast fashion retailing; radio frequency identification; RFID; business value added; customer lifetime value; CLV; value added; customer centric.

DOI: 10.1504/IJBG.2015.071171

International Journal of Business and Globalisation, 2015 Vol.15 No.2, pp.205 - 237

Received: 25 Nov 2014
Accepted: 30 Apr 2015

Published online: 13 Aug 2015 *

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