This paper proposes a service-oriented architecture that utilizes the automatic, unique identification capabilities of RFID technology, data stream management systems and web services, to support RFID-integrated supply chain services. In the lifespan of SMART project (IST-2005, FP6) two services have been deployed supporting dynamic-pricing of fresh products and management of promotion events. The two services have been field-tested in three retail stores in Greece, Ireland, and Cyprus. The valuable lessons learnt, concerning RFID readability challenges, consumer privacy, customers and store staff health concerns, investment cost, and so on, are reported to provide guidance to future developers of RFID-integrated supply chain services as well as to set an agenda for academic research.