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Sep 22 Posted 3 years ago
A wonderful article and very poignant.
I have worked with NFC technology since 2004; I have also served as a member on both the NFC’s marketing and technical committees. You can read more about me and my publications here: deananthonygratton.com
I agree with your hypothesis that brands can utilise the technology within their stores and to farther enhance their brand message with brand awareness through effective utilisation of social media and NFC technology.
I’m afraid I disagree with Erik’s view regarding the associated costs in deploying NFC into such stores; after all, a product already has a label and to extend this with a tag at a cost rumoured to be less than .03c USD, I really don’t see this breaking the bank, so to speak. As for each tag to be programmed, surely each label on a product has to be printed uniquely – surely it’s a ‘six of one, half-a-dozen of the other’ situation!
A tag is a mechanism in which information can be wirelessly shared; in the same way a QR code can be read by a scanner (barcode reader). In some stores there will be a combination of tags and tag readers – the Smartphone will contain a tag/reader combination, as it is capable of sharing information, so that a store can retrieve your name, contact information and so on (with your permission) and likewise you can read information from a tag. At the backend of the NFC application, there may be several other applications supported by a web-portal or, in fact, as George intimates, a link through to a social media platform – ‘Likes’ a ‘retweet’; ‘+1’ and so on. Of course, adoption will be slow at first and there will also be the early adopters which, in turn, will fuel the greater purchasing community.
The brand tie-ins are potentially large. The majority of consumers were once brand loyalists, but nowadays, in an unprecedented competitive market, the consumers have become spoilt for choice in terms of affordability. With social media alone, brands can (and should) develop a dialogue with their consumers, which could well be further compounded by NFC supporting an ecosystem where consumers can begin to resurrect that loyalty spirit. It empowers both the consumer and the brand with some powerful tools – nowadays, it’s a two-way process and no longer can brands rely on shouting out their brand message with a megaphone – ‘buy this product now’!
NFC has the potential of creating a lively and dynamic market community sharing experiences and purchases with the wider community all enjoyed through social media.
Sep 9 Posted 3 years ago
Thanky you for the post.
Not sure about NFC as a great use for serving up mobile web content or "Liking" things. Not because the technology does not support it but because it is not practical in terms of cost and logistics for brands to implement NFC in this way.
In your Levis example each product on the shelves would require an individual NFC tag. This means a ton of tags would be needed for each product line within each store. Now, multiply this number by total number of stores and you can see that the amount of tags needed would be astrnomical for a large brand and cost inefficient for a large brand or a small brand where every dollar counts.
As you know each tag costs money...lets say $.10/each (which is on the low side these days), each tag then needs to be programmed and implemented into each individual product. This work also has a cost associated to it.
Now compare this to a QR Code. With a QR Code you build the QR Code once - therefore next to no cost. You then build the art file once and print as many as you need...lets say for interactive bluejean hanging tags. There is no additional cost for implementing a QR Code considering you need to make the hanging tags anyways.
In my opinion, NFC will be the end of the wallet. All of our payments will be done in this manner. In terms of driving people to online content...I just don't see the technology being used in this way based on the time and money needed to execute such a campaign when QR Codes allow you to accomplish the exact thing for basically no cost.
I would love to hear you thoughts and thank you for the post.