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D7.7: RFID, Profiling, and AmI

Security risks for RFID-enabled profiling  Title:
 Legal Aspects


Scenario for individual/group profiling: the link between privacy and CRM

Sabine Delaitre (IPTS) 

Because all garments are equipped with RFID in order to fight against fraud, some shops take advantage of this equipment to perform some follow-up on what it is bought with a view to carrying out CRM (customer relationship management) activities. A first strategy was to make some “flash promotions”, i.e. some offers at the right time to the right person (here a person is group-profiled as belonging to a target group). Group profiling technologies build on similarity (they are a species of categorisation), they are employed to attribute a certain lifestyle to customers and to identify customer preferences. 

Flash promotions are a very successful offer type. The sales are significantly increasing. 

‘Business is business’ and some shops decide to do more for boosting the sales to the maximum. They draw up a second strategy which consists in identifying each customer and what he/she is wearing, thanks to the RFID equipment. This new strategy will be based on the use of individual profiling technologies. Thus, in these shops when you enter, the shop is able to recognize for instance the jacket and the pants you are wearing and to suggest you to replace your jacket because you bought it two years ago (in the same shop).  




Security risks for RFID-enabled profiling  fidis-wp7-del7.7.RFID_Profiling_AMI_02.sxw  Legal Aspects
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