Beyond the Barcode: Raising Retail’s RFIQ – Featuring Marshall Kay, Avery Dennison

JW Franz of DecisionPoint Technologies returns for another thought-provoking episode in the Beyond the Barcode series—this time joined by industry veteran and RFID evangelist Marshall Kay of Avery Dennison.

Marshall, known for coining the term “RFIQ,” brings more than two decades of experience helping retailers, brands, and solution providers harness the full potential of RFID across global operations.

In this dynamic and wide-ranging conversation, JW and Marshall dive into what it really takes to raise the retail industry’s RFIQ—from early adoption and cross-functional education to advanced applications like shrink detection, smart exits, and AI-powered analytics.

They explore why serialized data is now essential—not optional—for retailers seeking to increase inventory accuracy, reduce loss, enable true omnichannel fulfillment, and prepare for the digital product passport era.

You’ll hear their take on:

• The evolution of RFID from manual cycle counting to always-on infrastructure
• How fixed overhead readers are unlocking new levels of in-store visibility
• Real-world examples of item-level RFID data aiding law enforcement
• Why asset protection teams must stop overlooking RFID’s strategic value
• The role of clean, structured data in fueling meaningful AI outcomes
• Misconceptions about RFID cost and complexity that no longer hold true
• The accelerating use of RFID in food retail, beauty, and value categories

Whether you’re deploying handhelds today or planning for an RFID-enabled future, this conversation is packed with practical insights to help retailers and solution providers move from pilot to platform.

About DecisionPoint Technologies
DecisionPoint Technologies is a trusted provider of edge technology solutions for retail, supply chain, and manufacturing. They help businesses drive operational excellence through customized RFID, mobility, and IoT deployments.
Learn more @ https://www.decisionpt.com

About Avery Dennison
Avery Dennison is a global materials science and digital identification solutions company, and a longtime leader in RFID innovation. From smart labeling to supply chain transparency, their technologies power the connected retail experiences of tomorrow.
Learn more @ https://www.averydennison.com

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