As part of a program in Amsterdam the Dutch Umbrella is a RFID tagged marketing tool, what happens is the umbrellas are located at certain spots called Rain Drops; these are the participating businesses that have signed up as sponsors for the program.

Basically the sponsors are paying around $100 per month to receive the valuable marketing information gained by the reports generated by the RFID tags, what they do is track the movement of all the umbrellas, so when it is raining a shopper can borrow the umbrella and the data can follow where they go until they drop off the umbrella at one of the participating stores.

What this will show is some great data on the movement of shoppers and if there are any patterns then this will be very valuable to the stores concerned.

Source [Daily Wireless]

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