A computer implemented method of and system for capturing, storing and organizing serialized tracking information associated with products sold by a retail enterprise. The serialized tracking information, available through the use of RFID technology, is stored and organized within a relational database in accordance with a logical data model comprising a plurality of entities and relationships defining the manner in which serialized item tracking information associated is stored and organized within the relational database. The relational database, populated with serialized tracking information, provides the retail enterprise with the means to analyze and improve supply chain operations, to better manage store inventory, and more efficiently manage product sales and returns.