The New Balance Experience Store in Boston uses RFID technology to attract customers. The shoe store, located near the finish line of the Boston Marathon, handed out prize cards embedded with UPM Trap EPC Gen 2 RFID tags at the race. When the cards are redeemed, they're read by near-field antenna, and the prize is displayed on a screen. RFID tags are also embedded in the shoes on display, and information about the shoe is displayed on a nearby screen when customers pick up the shoes. The store can track a shoe's popularity by studying its movements within the store.