Thursday, May 14, 2020

Unlock the True Magic of NFC

Marketers, it’s time to have a heart-to-heart about Near-field Communication (NFC). With NFC, devices can emit short-range radio frequencies that can transmit specific information to one another. NFC chips are also much more affordable than they used to be. Depending on the type and manufacturer, NFC chips could only set you back around $.025 per chip. It’s time to stop shying away from using NFC in our mobile marketing strategies and witness the true magic this technology possesses.

NFC: The Magic Your Mobile Marketing Strategy Is Missing 

You’ve more than likely used NFC while at the grocery store (*cough, cough* Apple Pay). In fact, there’s been a 40 percent increase in the use of contactless payment in the last few months. Once-weary consumers have started to realize the magic with NFC at the checkout line: it’s fast, secure, and limits the interactions you have with shared surfaces. But Apple Pay isn’t the only use-case for NFC in stores.

At the risk of sounding like a broken record, we are addicted to mobile. And 93 percent of consumers are using mobile devices when they shop. So incorporating an NFC mobile experience through smart packaging will not only make your brand stand out in aisles, but you can also help you capture valuable data about your customers.

Best In Class 

Need some inspiration for what you can do with NFC? Take a note from some of these brands:

  • Böen
    • Böen encouraged shoppers to channel their inner sommelier by the “Tap Our Cap” campaign. NFC chips unlocked information surrounding the bottle of wine they were drinking with information such as food pairings, and a behind the scenes look at the vineyard.
  • Malibu
    • Coconut rum isn’t just for piña coladas. Like Böen, Malibu placed NFC tags on bottle caps for consumers to unlock drink recipes, play an online game, and even enter themselves in a contest to win Malibu swag.
  • Kraft Heinz
    • Kraft Heinz took a play from Willy Wonka to roll out the “Golden Single” program. Tapping the cheese slices’ smart packaging gave consumers the chance to win a $50 gift card to Walmart.
  • Claritin
    • Am I sick or is it just allergies? Shoppers could get some insight into this question by tapping their phones next to in-store Claritin displays to view the pollen count for the day.

You’ve Peaked My Interest…Where Do I Begin? 

Think about yourself as a shopper for a second. Would you want to take the time to stop your shopping adventure to unlock a mobile experience for it only to be a long brand video? NFC shouldn’t be a channel whose only purpose is to benefit marketing. We as marketers have a bad history of taking advantage of new technology (need I remind you of push notifications?). Create meaningful content that’s personalized to the individual shopper…we’ve already created a few ideas for CPG brands here.

Go the Extra Mile

And spoiler alert: your NFC campaign doesn’t have to be a one-and-done mobile experience. In the Mobile Matters episode with Tim Daly, he mentions a great example of how Adidas used NFC in their Boost running shoe to create an omnichannel mobile experience. Prospective buyers could tap their phones to the shoes and get a behind the scenes video of how they were made; then store employees could tap that same NFC chip to check the store’s inventory; and finally, when the shoes were purchased, he or she could connect their sneakers to the Adidas native mobile app to get personalized content…all through one chip. Pretty cool, right?

Tim Daly stated that “The cost of not doing NFC, in my opinion, is far greater than the small cost of doing it.” It’s time to stop being afraid of NFC and truly embrace what this technology can do. If you want to get started using NFC, be sure to check out our infographic where we cover all things NFC.