Top 5 successful implementations of NFC technology
Yathish Kumar TK
Last Updated: June 18, 2020
In the new normal post-pandemic, there has been a drastic shift in consumer behavior to contactless solutions. A recent study by Mastercard shows that 82% of people feel confident with contactless services around them.
NFC technology has proven to be a successful contactless solution to aid businesses in customer acquisition and engagement.
Over the last decade, there have been several implementations of NFC technology all over the world. The results show that end-users like the quickness and convenience of NFC technology.
NFC technology has helped marketers create interactive experiences, convey instant information, provide loyalty programs, ease contactless payments, and more.
Increased awareness and integration of NFC technology in multiple mobile devices has led to the growth of major businesses like China Mobile, Union Pay, Kraft Heinz, Adidas, and more.
Kraft recently piloted an NFC program at select grocery stores, which resulted in higher engagement levels than before.
For the program, RFID chips that could be read by NFC-enabled smartphones were placed in signage on the shelves right in front of Kraft cheese and Nabisco cookie brands.
Customers were introduced to the NFC chips and they tapped their smartphones on NFC chips to access i-Food Assistant apps, recipe contents, or share on Facebook.
The results from the pilot include that more than 36 percent of shoppers who tapped the NFC-enhanced shelf talker converted into an action, such as saving a recipe, downloading the Kraft app, or sharing with friends.
Additionally, the amount of time consumers engaged with the brand was 48 seconds when NFC was involved. This is significantly higher than the five to 10 seconds consumers typically spend at the shelf choosing a product.
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Orange and Eat launched Quick Tap Treats (QTT), an NFC voucher and loyalty service delivered through its retail partners to Orange customers.
Orange and Eat launched this service in 114 locations in the UK. The EAT. campaign enables customers with Orange NFC-enabled phones to tap posters located in EAT. Stores. Each tap spins a “wheel of fortune” which randomly selects a treat. After three spins the customer can choose a treat to redeem in-store.
To drive customers to their new Originals store in Vancouver, BC, Adidas leveraged NFC technology for a tap to win the contest.
The campaign was called the “Hype Key” contest. Customers and @adidasCA followers on Twitter were invited to a secret location in Vancouver to acquire an NFC-enabled Adidas Hype Key Card. They registered to win a limited edition pair of Adidas shoes.
Only the first 150 people to arrive at the secret location received a Key Card, and only 50 prizes were available to be won. On the day of the store opening, Key Cardholders were invited to tap their Key Card at the in-store kiosk to see if they were a winner.