They plan to leverage RFID technology to give items in retail shops unique blockchain IDs which enable those items to be tracked trustlessly and immutably.
This is cool. I heard about walton a month or so ago but chose not to buy any. This has a lot of potential which is more than we can say for a lot of other ICOs. More efficient industry is always a good thing as long as the consumer sees it effecting their wallet.
If they can make retail more efficient it'll be good for sure. Time will tell if they can pull it off....