How Do Retailers and Brands Already Take Advantage of NFC?

How Do Retailers and Brands Already Take Advantage of NFC?

03-May-2013 by Startupbootcamp

Last week Startupbootcamp Amsterdam brought together 35 representatives of major international and European companies to discuss the perspectives of implementing NFC & Contactless tech in retail and branding. There were several interested parties which took part in the event: Vodafone, Thales, Gemalto, NS Stations, Rabobank, CM Group, ABN AMRO, including Taggito and Tag N Tap, two startup teams. Since these startups already learned about SBC NFC & Contactless Interactions program, they were willing to introduce themselves to the Startupbootcamp team and partners.

A good example of what value NFC can bring for the shops, as well as for the transport industry, was given by Dirk Jan de Haan, project manager at NS Stations, the company which manages railway stations in the Netherlands. Almost every Dutch person uses an OV-chipcard, a contactless smart card for all public transport in the Netherlands. However, this card can be much more than just a replacement of a ticket: it can become a loyalty and a payment card as well, for example, at the railway stations. For passengers it means that they can win time by faster payments and smaller lines and, thus, never be late for a train because of buying coffee. Moreover, clients can get customized offers and save money by getting the best deals suitable particularly for them. This is why Dirk and his team in NS Stations are working on implementing NFC payment at retail points at Dutch railway stations and hope to introduce it soon.

NFC for brands

“Mobile takes an advantage of the emotion of the moment”, – this is how Lejo Duivenvoorde, strategy director at OmnicomMediaGroup who held a number of marketing and advertising campaigns for such brands as Adidas, McDonald, PepsiCo, Essent and many more with the use of NFC & Contactless described probably the main feature of NFC Marketing. The level of creativity and innovativeness of these campaigns is hard to describe with words so just check out these videos:

McDonald, coin hunting in Denmark

Interactive window shopping for Adidas

NFC Marketing for dogs

Status of NFC in the Netherlands

Lejo also gave a nice overview of market penetration on NFC in Holland. Here are some highlights:

– Vodafone will start NFC payment in cooperation with VISA Card
– Rabobank is currently performing a test with Albert Heijn using NFC in Utrecht
– Osama Bedier, Vice President of Wallet & Payments at Google, predicted that in 5 years a half of all payments will be done with a mobile phone

Check out the whole presentation from the event!

Here is also GSMA White Paper on Mobile NFC in Retail which gives a nice overview.