Ottica Avanzi is the italian subsidiary of Grand Vision, one of the major optical retailed worldwide. Ottica Avanzi is one of the most important example of RFID implementation at point of sales in Italy and in Europe. Since 2007 HSC developed for Avanzi CartaBianca - an innovative contactless loyalty and service card, designed to streamline the time to process an order at the point of sale and to offer value added services as insurance on glasses and lenses, payback, quicker checkout. Then HSC designed several Smart Store in Emilia, Lombardia and Piemonte, where each glass frame and sunglass on the shelves has its own RFID tag to provide to customer information of the selected glasses and to logistic manager a real time inventory to avoid out of stock and to provide to merchandiser precious information on movement of glasses on the shelves, in order to maximize the efficiency of the store trough selection of the appopriate mix and its position in the store shelves.