Imagine the marketing potential of a small, self-powered microchip that could be attached to almost anything and which communicates with a smartphone just by being tapped. It could send the user to websites, show them videos or reviews, let them order products, receive invites, book tickets, download vouchers and much more. Those chips are not a dream for the future, they are the present and many businesses are already making valuable use of them. In this post, we will look at how NFC tags are changing the way businesses do their marketing.
NFC enables digital interaction
Some consumers need more persuasion than others. POS marketing may attract them and get them interested in your products, but it might not be enough to convince them to buy. They may need more information or require greater incentives – and this is where NFC comes into its own.
Simply by embedding an NFC tag on a poster, a POS display, or on the product can enable any consumer with a smartphone to have instant access to a wide range of additional information. The tag can send them to landing pages, show promo videos, download educational information, or let users book a product demonstration. You can even send them discount codes or anything else which can convince them to make a purchase.
In this way, businesses can use a combination of NFC and mobile technology to offer on the spot remarketing. It is a way of getting those would normally walk away to think twice and take action.
NFC supports personalized marketing
Personalized marketing is all about presenting the right offer to an individual customer at the right time. To do this effectively, you need to understand as much as you can about that individual’s purchasing habits and personal preferences.
This is simple to do online as you can track the customer’s every move on your site. In a store, this is far from easy. However, NFC is enabling this to happen. When a customer taps their phone on an NFC tag located in your store, they are initiating an online connection with you. You can use this to get email addresses, and other personal information as well as sending them to your website. All the data you get from these interactions can help you to provide the personalized offerings they value.
NFC helps you offer an omnichannel shopping experience
Gone are the days when online and in-store shopping were two completely separate ways of buying products. With the mass use of smartphones, today’s shoppers want a seamless experience that incorporates both the physical and the online. If they buy online, they’ll pick the product up from the store. If they’re in the store, they’ll use their phones to check out product reviews.
The value of NFC in the omnichannel world is that it helps connect the online and physical experiences. An NFC tag, for example, encourages the shopper to link up with you online whilst in the store. If you sell clothing, for example, a tag can be used to download an augmented reality app, so the customer can see what they’ll look like in the outfit before trying it for size. You can also use NFC tags for brand loyalty or for upselling, “Grab a coffee and get a cake half price.” There are unlimited, innovative ways you can use this.
One of the biggest benefits of NFC from a consumer’s point of view is that it gives them control over which marketing materials they want to access. In this sense, it offers a gentle, lite-touch approach rather than a more aggressive ‘in-your-face’ style of marketing. The benefit for stores is that customers don’t feel pressured into buying or irritated by constant intrusion and, as a result, are more comfortable shopping in the store.
This doesn’t stop you from putting NFC tags everywhere, but it does give the shopper the choice over whether they want to interact with the tags or not. The result is a more customer-friendly shopping experience and one which consumers find meet their needs the best.
You can use NFC tags anywhere
NFC tags have three very useful features: they are small, lightweight, and don’t need their own power source. The combination of these attributes means that NFC tags, like those available from Universal Smart Cards, can be placed virtually anywhere. You can attach them to shelves, individual products, store windows, POS material, posters and on anything else that’s suitable. And you are not limited to putting them inside your store; they can be placed on advertisements anywhere.
What’s more, the NFC tag doesn’t need an internet connection. It connects to a smartphone via radio waves and the smartphone accesses the internet using either its network or local Wi-Fi. So, if you place an NFC tagged poster for one of your products in a bus kiosk and someone waiting taps their phone, they can watch your promo video and order the product whilst they wait for the bus to arrive. In this way, NFC enables businesses to turn a wide range of signs and other objects into intelligent connected devices. Over the next few years, expect to see the ‘tap your smartphone here’ sign everywhere you go.
Technology is changing the way people shop and it’s the businesses that take advantage of this that will prosper. NFC is set to play a vital role in this revolution, it’s cheap to deploy, can be used anywhere and it bridges the gap between online and bricks and mortar shopping. What’s more, it allows businesses to provide personalized and relevant marketing materials when and where the customer needs them most.