Illustrate your serial numbers

And the last point, he makes in his list of creative things to do with that tiny numbers, rings a bell.
With the new product numbers in the EPC world, every article could be identified. Not as a product, but down to the article level. Even in a FCMG scenario.
And with the help of RFID, you don't even need the number to be read to you.
That's where a nice and reliable media asset backbone can help and get the job done.
Imagine a POS scenario, where a smart information kiosk reads the RFID labels of the products in your shopping cart, combines them via profile and suggest you a complementary product. Of course with a nice looking advertising image, that fits the combination.