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Embedding NFC tags into products or using a smart packaging allows customers to have confirmation that the product purchased is genuine and that they are not in possession of a fake. It is also becoming increasingly popular in retail as part of marketing strategies as it can help understand customer buying behavior, for example, when and where they interact with the products.
The tags, which can be read with a smartphone, can be linked to e-commerce sites, or specific landing pages providing more information about the product and the opportunity to purchase associated products, whilst giving access to added-value services such as exclusive content, special offers, invitation to VIP events or competitions. It therefore encourages customers to engage and build a relationship with the brand.
The NFC which creates a link between the product and the digital (phygital) is an essential tool to revolutionise a marketing strategy.