NFC marketing revives the QR code

February 6, 2019

After 25 years it seems that the QR code is finally accepted in general.
“Target marketing is hot”, thanks to NFC. 

NFC has unprecedented marketing solutions. Especially when supported by smart active content platforms.
However, many consumers do not know what NFC is or have a device that is not suitable for NFC communication. That’s why marketers often place the QR code with the same smart content next to the NFC chip.NFC opens up a new world of possibilities to connect everyday experiences with just a tap. Due to its simple form factor, low cost, and inherent security, NFC tags can be embedded into nearly anything.

NFC has unprecedented marketing solutions. Especially when supported by smart active content platforms.
However, many consumers do not know what NFC is or have a device that is not suitable for NFC communication. That’s why marketers often place the QR code with the same smart content next to the NFC chip.

NFC opens up a new world of possibilities to connect everyday experiences with just a tap. Due to its simple form factor, low cost, and inherent security, NFC tags can be embedded into nearly anything.

In-product communication becomes the replacement for product and brand apps. The amount of apps can no longer be counted and usually do not offer more than what is also experienced on the website. Except that perhaps the user of the app can be “pushed”. Which often is annoyed by the same user and therefore the app is removed or the push messages are blocked. In addition, it is increasingly less appreciated that personal data is stored.

Consumers and companies prefer information and entertainment that they can choose at a chosen time. The pull-marketing strategy is back on the card! What matters is “informative information”. Of course it is about product and brand information, but it is mainly about how it is brought. “What’s in it for me” must be clear.

For example I bought a product and I want to know the DNA. In addition, I want to know what the supplier / producer can do for me even more. However, I do not want the supplier to request my personal details in return. And then unlimited “spammed” with well-meant “offers”. I want to decide for myself when I want to see an offer or an event from my supplier. For this I do not want another app on my phone.

Let’s say I buy a “brand jeans”; the node or label has an NFC contact. Through a scan I read the DNA and more about the brand. I also see current offers and events. If this is done qualitatively and interestingly, I will definitely scan the “node” more often. And because it is “getsy”, I also show this to my friends. With all this I am in charge of my own curiosity.

Quality and interesting content is therefore key. Image and video is a must. Also important is that it can be shared socially.
But the most important is topicality and diversification. Returning to the Jeans brand; not all models are the same, so do not have the same content. It is even possible to give a single Jeans unique content. After all, a smart active platform knows every single NFC chip and can update it with unique and local content. With interaction via chat, social or mail. This exclusivity makes the owner of the Jeans important.

One of our clients had the question how their products could create added value for sponsors. These products are used for advertising purposes. By placing an NFC chip in it, the sponsor is now able to communicate digitally without being intrusive. Someone who expresses the advertisement scanned decides for himself if he makes use of the offer. This can be an invitation to an event, a voucher for a discount or free product etc. The sponsor also has the possibility to set time and location for this.

What have we learned?
Customers choose how they move through the customer journey; they have the ability to ignore what they don’t want, and only patron brands that align with their beliefs and values. Using products as a sales channel gives creators the ability to learn what is most useful to their customers, and like a friend, suggest the things they think customers could benefit from.

The better a brand understands their consumers the better a product offering becomes. With NFC enabled products brands can engage consumers directly through products to gain new insights into their needs. Those insights can then inform future product decisions to make new products that customers love.

Smart active platforms via in-product communication are the driving force for brand and customer loyalty. By permitting physical objects to form connections between themselves, a brand, and their customers, each product becomes a larger network effect that fosters a meaningful relationship between all parties involved.

For more information: work@thisishenk.com