This article written by Kaushal Sarda, Chief Evangelist, Kuliza, was published in issue 08 of the Social Technology Quarterly. Summary: Businesses have employed Near Field Communication to bolster better experiences and engagement, leading to a revolution in commerce. NFC as a technology can make real world commerce engagement more sophisticated and personalized by making the tap act as the equivalent of an online “click”.

1. Commerce
with aTap
It is estimated that around 300 million NFC enabled devices would
be sold in 2013 and by 2015 this number would reach a whopping
one billion.
Near Field Communication is the technology responsible for
devices such as smartphones and tablets to communicate with
nearby devices and objects with a simple tap.
Most new smart phones contain a chip that is capable of sending
a radio wave that gets picked up by another NFC device or any
object with an RFID tag. The tag, which is small enough to be
attached to a product or an ad poster with a sticker, when tapped
by a device like an NFC enabled phone can ask the device to open
a link, download an app or a file make a payment. The best part
about this communication is that it is secure.
Businesses have employed Near Field
Communication to bolster better experiences
and engagement, leading to a revolution in
commerce. NFC as a technology can make
real world commerce engagement more
sophisticated and personalized by making the
tap act as the equivalent of an online “click”.
by Kaushal Sarda
References
Boden, Rian.“Hointer adds NFC to next generation store concept.” NFC
World. 06 Mar 2013.
Clark, Sarah.“London pub picks NFC for social media marketing.” NFC
World. 13 Feb 2013.
Deffree, Suzanne.“Near-field communications to go far in 2013.” EDN
Network. 07 Dec 2012.
Dyer, Karl.“Adspace to roll out NFC advertising in 140 US shopping
malls.” NFC World. 11 Mar 2013.
Tode, Chantal.“Kraft NFC pilot delivers 12 times the engagement level of
QR codes.” Mobile Commerce Daily. 18 Oct 2012.
Wheeler, Judd.“2013 Mobile Trends and Predictions.” The Mobilists. 22
Jan 2013.
There are three key advantages using of NFC for commerce
and customer engagement:
1. NFC removes the friction that exists in engagement with the
help of QR codes, as it requires one to load the app and scan the
code before triggering the desired action
2. NFC enables businesses to leverage seamless connectivity of
online to offline engagements
3. A tap is equivalent to a consumer’s expression of intent. This
technology allows brands to serve a pre-crafted personal brand
experience based on intent.
Commerce

2. Kuliza Social Technology Quarterly Issue 08
4. Adspace
Adspace Digital Mall Network added NFC capabilities to its
video advertising displays in 140 US shopping malls. The new
Adspace’s Smart Screens enabled advertisers to offer consumers
an access to content downloads, web-based games, promotions
and coupons, maps and social media integration by tapping or
scanning the attached mTag placard on the side of the unit with
their mobile phones.
1. Kraft
Kraft recently piloted an NFC program at select grocery stores. RFID
chips that could be read by NFC-enabled smart phones were placed
in signage on the shelves right in front of Kraft cheese and Nabisco
cookie brands. The goal was to encourage consumers to tap their
smart phones to access fun recipes, download the i-Food Assistant
app or share their experiences on Facebook. The pilot campaign
results showed that NFC “tap” engagement level was twelve times
higher than for QR codes, which also appeared on the signs.
3. Hointer
The Seattle-based fashion retailer used NFC to move away from
a traditional sales assistant-driven customer experience to a more
rich, scalable, personal and engaging experience. Customers
visiting the store tap a tag or scan a QR code on an item they wish
to try, and then select the size using the Hointer application on
their smartphones. They then wait for their items to automatically
drop into a chute in the changing room from a robot-operated
stockroom in under thirty seconds.
2. Public Houses
The Cavendish Arms pub in Stockwell, London, installed an NFC
and QR codes based platform to promote the venue via social
media. Customers could scan the QR codes or tap their NFC
phones to tags located in the pub and connect through Facebook
to pick up a special offer like a free drink. In turn, a message would
be sent to their friends on Facebook and Twitter stating they are at
the pub along with details on current events that night.