Retail technology innovation of the week: Nobody’s Child chases full traceability and transparency
Retail Technology Innovation of the Week is a new series from RTIH highlighting stand out deployments, launches, and initiatives.
Every week, we will showcase forward thinking tech plays that have impressed our Editor and the Retail Technology Innovations Report judging panel, in the run up to the publication of the 2024 report early next year.
So far, we’ve showcased work being done by Ocado Retail, Decathlon, Lacoste, Downtown Spirits, TalkShopLive, Huck’s, Rovertown, Walmart, Wing, and McDonald’s.
And now we’re focusing on Nobody’s Child.
The fashion brand has announced the launch of digital product passports (DPPs), enabling shoppers to make more conscious and informed choices when buying products.
The initial roll-out will be across the Happy Place Fearne Cotton collection which will be available online and at Nobody’s Child stores, as well as key retail partner, M&S.
Plans are afoot to have the DPPs across all garments by the end of 2024.
Scanned by a smartphone, each QR code takes the customer on a journey of that product’s creation.
The DPP has been designed with upcoming EU product transparency legislation in mind, ensuring that all key product information is captured and catalogued using Xelacore technology.
Powered by Fabacus, Nobody’s Child has harnessed its Xelacore technology to track and translate the gathering of numerous data points, mapping key stages of the supply chain from processing of the raw materials, through to the yarn and fabric mills, and finally to the garment factories where the final products are sewn together.
On scanning the DPP via a QR code in the care label, consumers will be taken to a landing page which includes the product's lifecycle carbon footprint, taking account for raw materials, finished good manufacturing, logistics, packaging, product care and end use.
The page will also provide product care advice to help customers make their item last longer, as well as links to circular service partners – repair/alterations, rental and pre-loved.
People will be encouraged to trace their garments and visiting the Nobody’s Child DPP will be incentivised with gifts and the ability to download a unique non-fungible token (NFT) by way of a digital receipt, via a collaboration with Coinbase.
Jody Plows, CEO, Nobody’s Child, says: “Working with Fabacus and Coinbase, is a huge step forwards in our journey towards full traceability and transparency. We know that our customers want to make conscious consumption choices, and the introduction of DPP is another move towards honesty and integrity with our community.”
Fabacus Founder and CEO, Andrew Xeni, says: “Our mission is simple, to close the gap between brands and their customers, whilst future proofing against regulation, and growing value for both.”
“We are thrilled that Nobody’s Child are the first to use this technology, investing one step further into full transparency. Partnering with Coinbase, who are leaders in their domain is a huge step, to utilise Web3 solutions to unlock a new level of brand control, and customer experience.”
Richard Price, Managing Director of Clothing & Home, M&S, comments: “We’re delighted to see Nobody’s Child, an important part of the M&S family, taking the next step on their journey towards full traceability and transparency.”
“Digital product passports are the future and we welcome the opportunity for customers to engage with the unique Nobody’s Child QR codes in our selected stores.”
Peter Stilwell, Head of Business Development for EMEA, Coinbase, adds: “The advantages of blockchain technologies permeate into all aspects of our lives.”
“Today, we are thrilled to announce our partnership with Nobody’s Child to leverage both our NFT and Wallet technologies to forever change the way which brands interact with their customers. We are committed to continuing building innovative ways which businesses can unlock the value held within Web3.”
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