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NFC Technology for Retail Real-Time Precision Marketing
Jun 05, 2018

NFC Technology for Retail Real-Time Precision Marketing


An NFC-enabled display greeting consumers as they enter a store provides both the customer and the retailer with a new shopping experience. On the retailer’s side, the NFC technology enables a shopping experience targeted to that store’s location, their in-stock inventory, and their local consumer demographics, as well as creating a draw for their brick and mortar stores. On the consumers’ side, the same technology offers a personalized shopping experience with specials offered only because they entered that store on that day.


For nationwide chain stores, excess inventory might differ from location to location, and nationwide sales only exacerbate the problem if demand varies significantly between geographical locations. But an NFC-enabled poster, for example, could promote localized deals, selected exclusively by the retailer to clear excess inventory at that location.


This technology also promotes cross-selling opportunities. When brought near an NFC-enabled monitor, an NFC-enabled label on a jacket, for example, might initiate a video suggesting coordinating pieces or accessories. On a grocery store shelf, an NFC shelf label could initiate a recipe display, promoting additional purchases. Or the data exchange could be merely informative, such as how or where a garment was made. In addition to the retailers, brand owners also benefit from the not previously available capability to receive instantaneous consumer feedback about their products.


Taking the technology one step further, the technology supports a more convenient shopping experience based on the honor system. For example, shoppers could tap their NFC-enabled smartphones on a store label as they select their shopping cart contents. Another tap of their phone transfers the list at the payment location, where they may then pay with their digital wallet.





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