Millions of Luxury Products Now Come With Unique Digital Passports. Here’s What That Means.
Brands are starting to adopt the tags in large numbers as they prepare to meet major new EU regulations coming down the pipeline. They’re using the opportunity to build in customer-facing features that can appeal to shoppers, too.
Proponents of the effort to give every item its own digital identity say they’ll unlock numerous benefits for brands and shoppers alike. But for these IDs to work will require overcoming some big obstacles first.
Brands are adopting new technologies that store and share product information to improve authentication, provide transparency and boost consumer trust. However, for “product passports” to truly gain traction, businesses must coalesce around common standards and engage with pilot projects at scale.
Apps that let shoppers scan themselves and customise products to their precise measurements haven’t revolutionised the way we buy basics like T-shirts and jeans, but one company thinks bridal wear’s characteristics make it the perfect fit for the technology.
The end-of-year shopping rush is prime time for cyber attackers targeting businesses and their customers. While costs related to these attacks keep growing, there are steps companies can take to defend themselves.