Last week in Barcelona Mobile World Congress held. We’ve seen a lot of NFC (near field communication) initiatives. This year, we did not only see mobile NFC payments but we’ve seen a lot of initiatives with larger parts of the customer journey supported by NFC.
In the figure below you can see the customer journey (customer journey) in retail. NFC is here to stay. For example, for giving the right information during the planning phase. Think of offers, productinformation, transport possibilities, location, maps and social. In providing relevant information, these include updates to service, travel, fast track rows, manuals, geo-fence services and shopping lists. Some of these services can be supported with NFC. During the transaction, of course, NFC can be used for mobile payment at the checkout. In addition, the following services may be relevant; loyalty cards, coupons, loyalty programs, and redeem receipts. After the transaction, we see opportunities for cross-selling and assistance in the return or travel information such as parking information.
* Special NFC content machines to download a document such as conference programs, event news, and white papers.
* Smart food; after checking via NFC in the catering stores a coupon can be redeemed, also you may then use the fast lane.
In the MyOrder application in Leiden cashback deals are offered. The moment you check in at the store, via NFC check-in, the retailer sees your profile and active coupons on his tablet. At the time the consumer purchases the offer (possibly mobile NFC payments), the cashback is refunded.
* MyOrder Cashless
Using a NFC sticker MyOrder already offers at many restaurants in businesses and sports canteens contactless payments via NFC sticker and a separate terminal.
Buzzoek uses existing NFC cards in the Netherlands, such as the OV–chip card. They use this card (or any other card with an NFC chip) then as a loyalty card, so it it easy to save loyalty points with mobile or the card it self.
With Yes.tap it is possible to order directly from the menu with a NFC tap. This functionality offers advantage and speed in fast food restaurants and other catering establishments.
Of course there are multiple technologies, but we see so many market players and consumers embrace NFC technology that we are pretty sure that the chance of success is very high.
This article was also published on Emerce.nl