How NFC campaigns work
While most small businesses are still unaware of the advantages of NFC marketing, the bigger brands are constantly striving to find new ways of utilizing this cost-effective technology to the best of their abilities.
Near-field communication (NFC) technology uses tiny, radio frequency (RFID) emitting tags to connect with digital devices like smartphones. When a smartphone comes within range of the RFID signal, its web browser displays the content the signal steers it to. It’s that simple. There are no special apps needed or software to download.
What are NFC campaigns?
NFC campaigns use chips or tags in brochures, in-store signs, posters, flyers, mailers, manuals, instruction sheets, coupons, business cards, or products to drive people to a website, a video, a contest, to update their contact profile or any online destination.
The purpose of these NFC campaigns is to provide a more interactive experience based on proximity. Apart from building brand loyalty among existing customers they also serve the purpose of bringing in new customers.
Tracking the sales cycle end-to-end
In retail settings, NFC tags or labels are used to launch unique experiences on Apple or Android smartphones, while cloud-based analytics track consumer interaction before, during, and after a sale. If your preferred color isn’t available on the shelf, the tap of a smartphone can instantly order the color you want. Or, scanning an NFC tag can set up a notification for when it’s back in stock.
Following a purchase, analytics can determine what triggered the sale and can be used to tweak marketing messages and advertising campaigns. Each NFC tag is unique to the individual product to which it is affixed. Think of it as item-level intelligence. It’s not just a 750ml bottle of vodka…it’s a specific bottle, with a specific history, belonging only to you — much more than traditional SKU tracking.
Consumer engagement doesn’t end at the point of sale, it continues to the point of use – at home, work, or wherever. Understanding who tapped, when, where, and what they did afterward provides critical insights for improving brand communications, reducing churn, and prompting repeat sales.
How are NFC campaigns implemented?
Tap and learn about the products: NFC tags can be deployed on product display shelves which when tapped would direct customers to a landing page with detailed information about specific products. Linking elaborate product information and background to be accessible directly from the product display shelves helps customers to get all the required information at a tap of their phone.
- NFC-enabled product labels: NFC can be embedded within products and their labels that connect customers to a product background and information webpage.
- Smart posters: NFC stickers and tags can also be embedded within offline display mediums such as posters and print advertisements. These posters can be strategically placed on prime outdoor locations, vehicles, store windows, etc.
- Special Contests and Discount Offers: Linking discount coupon codes and special contests to the landing page linked to the NFC which could be accessed through NFC-enabled smartphones.
While these are just some of the commonly used applications of NFC, a number of savvy brands have time and again brought light to different ways NFC technology can be leveraged in marketing. Check out how these nine brands showcased the power of NFC led campaigns.