Smart Posters with QR Codes and NFC Tags

The ever-increasing popularity of mobile phones and the rapidly evolving technological capabilities of smartphone handsets has increased business interest in targeting advertising at the mobile platform. SMS messaging and Bluetooth broadcast marketing have both been used to limited effect based on the available technology, but as new capabilities have been created new, more personalised alternatives are being rolled out.

Gaining in popularity at the moment is the use of QR Codes; 2-dimensional barcodes that generally appear as a monochrome printed square with a scatter of tiny dots inside. When photographed with a camera phone, the customer is automatically forwarded to the advertiser’s website where they contain obtain additional information about the advertised product or retailer. QR Codes work on the principle of permission marketing – the consumer has to first choose to access the additional advertising message by photographing the code. As virtually every modern mobile phone comes equipped with a camera and a web browser, QR Codes can be used

QR Codes  for Smart Posters

QR Codes are however distinctly limited in the amount of data that can be contained within the actual printed square. Realising this, marketers have begun investigating the potential benefits of using Near Field Communication technology called “smart tags”. NFC Smart tags use a small wireless chip, which when “tapped” with a suitable smartphone wirelessly transmits data to the user’s screen. This data can take the form of video, audio or text and contains significantly more information than that available using QR codes. Also of major benefit to marketers is the fact that smart tags can be used time and time again, the data contained in them can be changed quickly and easily.

Uptake of NFC smart tags and phones remains relatively limited at the moment, which presents marketers with a dilemma as to which is the correct medium to invest in. QR Codes are very limited in scope, but widely supported. NFC smart tags are highly versatile, but user uptake is presently low.

Fortunately there is a solution to this dilemma. Typtags combine both NFC smart tags and QR Codes into a single unit, allowing marketers to use both advertising formats simultaneously. Using QR codes, Typtags provide backwards compatibility with older smartphone handsets. When combined with NFC smart tags, marketers can also offer an “enhanced” service to their early adopters. The combination of technologies ensures that the advertising message reaches the widest possible audience.

In addition to the mobile marketing benefits, Typtags provide a new and novel way for customers to interact with brands. Businesses can also use Typtags to carry out additional business functions such as customer loyalty programs, stock management and general data gathering. Typtags can be as large or as small, obvious or as unobtrusive as the customer requires, adding to the attraction of the platform.

The flexibility of the Typtag system means that they can be used in a large number of scenarios, generally only limited by imagination.

For more information on NFC Tags, QR Codes and the innovation typtag system contact Paul Lakeman 07797 897 614

QR Codes have recently become the latest marketing craze, the monochromatic matrix barcode box appearing in magazines, on packaging and other marketing materials. When the QR code is snapped or scanned with a Smartphone camera, the user is presented with additional information, such as a text message or a link to product-specific website. As QR Codes have become more common, customers have also become more acquainted with the use of the technology, knowing what the image is for and how to access the data stored in them.

QR codes have successfully breached the mobile marketing market, but in purely technical terms, they are already being superseded. Advances in wireless communication protocols such as Near Field Communications (NFC for short), are allowing digital transmission of marketing data between business and consumer. NFC marketing uses a tiny, inexpensive chip which contains embedded data, and which is affixed to a poster or other surface. When swiped with a compatible NFC Smartphone, the NFC chip automatically transfers the data to the handset screen. NFC remains a relatively new phenomenon however, restricted to owners of the very latest smartphone handsets.

UK startup typtag.com believes they have developed a solution to the obsolescence of QR codes and the scarcity of NFC-enabled smartphones. Typtags combine printed QR codes with embedded NFC  Tags so that the marketing message is accessible by potential customers, regardless of their mobile phone handset. Paul Lakeman, founder of Typtag.com says, ‘Traditionally NFC has been a toy for techies and geeks making it inaccessible to Joe Public. Typtags have been designed from a marketing viewpoint, mixing both technology and simplicity to ensure that anyone with a smart phone can use them.’

Typically Typtags are used in conjunction with an in-store poster for a three way marketing approach. Firstly the Smart Poster features a traditional marketing message in the usual way using product photographs and descriptive text. Also printed prominently on the poster is a QR code which, when photographed or scanned by a client, will direct them to a website for more information. Finally an NFC  Tag is attached to the poster which can be scanned wirelessly by a customer using an NFC-enabled smartphone. They will then be presented with more information on the screen of their handset and redirected to a product website.

The use of NFC Tags or QR codes allows retailers to easily disseminate extra information about products and services. Typtags simplify the process yet further by combining both systems and maximising the potential audience for the digital marketing message. ‘The Typtags approach is unique,’ says Lakeman, ‘there are several companies producing QR codes or NFC smart tags, but none are unifying the technologies to produce a coherent marketing strategy.’

Typtags allow for virtually any kind of information to be encoded, from website addresses, to simple store location details to 3D product models ready for display on a customer’s phone handset. Typetags also provide a useful way for marketers to collect demographic data about their customers and their interactions with the brand. Every time a Typetag is scanned, the retailer is able to collect information about the client which can then be used as the basis for future marketing efforts, and to increase sales to existing customers.

‘We believe Typtags provide the most cost-effective form of digital marketing for our customers,’ concludes Lakeman, ‘The combination of QR Codes and NFC smart tags into a single unit provides support for users of all smart phones, whilst encouraging them to engage with digital marketing methods. The use of NFC Tags allows for future-proofing of the marketing investment thanks to the reusable nature of the technology and its increasingly common use. A typtag can deliver almost any information the marketing company requires the are the pefect solution for Proximity Marketing‘

Typtags are a division of Near Field Communication (Jersey) Ltd, Office 9130 Freight Building, Jersey Airport, St Peter, Jersey, Channel Islands

07797 897 614

Marketing may have evolved through the decades along with changing technology, but its focus remains constant, that of attracting and building a loyal customer base.  Today, almost every business, regardless of its size, supplements its offline marketing tactics with internet marketing strategies.  Customers have redefined the way businesses market their products and services and practically dictate the course of the business-client interaction.  It is no longer a question of the number of people who received the marketing message when it comes to measuring results; instead, marketing has become customer-driven.  Customers can control when, how and from whom they receive their marketing messages, thanks to opt-in or permission marketing.

Enter, Intelligent Smart Poster Marketing

Smart Posters are poised to revolutionize the way businesses and brands connect with their consumers. Smart Posters contain embedded information chips, which, when close to a mobile phone, deliver a link or other information to the prospective customer’s smart phone.  These Smart Posters can be in any shape or format and their effectiveness is determined by the embedded chip which carries the electronic marketing message.

Since customers are more receptive to customized marketing messages than being bombarded by a generic barrage of promotional content, Smart Posters can open up a completely novel way of business-customer interaction.

The technology behind Smart Posters

Smart Posters use NFC or Near Field Communication Technology which is a high-frequency wireless communication application used to exchange digital data between devices. With more than a billion hand held devices sold every year, it is only natural for marketers to devise strategies to leverage mobile marketing and reach their potential customers via their cell phones.  This is appropriate as an NFC chip enabled smart phone gives consumers the convenience of paying directly from their smart phone.  Brands can also engage with their customers via NFC Tags embedded in the Smart Posters, enabling the marketing message to be directly uploaded to the customer’s smart phone after they opt in.

Customer is King and Smart Posters will treat them like royalty

Businesses are quickly finding ways to implement NFC Smart Posters to extend their marketing messages to their market. They realize that their lead generation efforts go well beyond identifying and gaining customers. They are aware that they must also convert their customers into marketing evangelists who will share the sales or marketing message with their own network. With the emergence of social media channels, viral marketing and word of mouth marketing have taken on a new meaning as just about anyone can share their opinions with their network on the go via their mobile phones. Businesses must tap into this network and influence the conversations that are taking place online. NFC Smart Posters enable businesses to do exactly that by equipping them with a tool that contains everything the customer needs to spread the marketing message and reach a massive referral target audience that is practically qualified. Through this, the relevant information can be broadcast an infinite number of times by the business’s customers to their network.

Smart Posters enable pull marketing

In tough economic times and amid tougher competition, businesses cannot afford to cast a net and hope they will acquire customers.  Rather than use Push marketing that involved cold calling and mass advertising often perceived as spamming, the trend is towards “Pull marketing” where the business tries to be visible in places where people expect to find it. This involves the use of social media, SEO and blogging. NFC Smart Posters are a novel way to reach a customer who is more or less immune to mass marketing tactics. It provides a focused method of reaching the target market.

Smart Poster Marketing – customizable and effective relationship building

As NFC Smart Posters are customizable, businesses can use them to deliver highly effective messages to a receptive audience that will respond to its call to action. Businesses must identify a set of influencers who can effectively pass on the message to a larger audience with a snowball effect. The best part is that Smart Posters are quite easy to implement and are cost-effective, enabling repeated customization. Creating a buzz around the Smart Poster will probably be the biggest initial challenge for businesses that plan to implement it, along with a system in place to monitor and track the success and ROI of the Smart Poster Campaign.

Smart Poster Marketing introduces a new channel of interaction and present the brand with a great relationship building tool for the business, building trust and credibility in the process. Smart Posters are also a valuable means of getting to know the customer better, which in turn, will help the business plan its marketing strategies and messages.

The author Paul lakeman is a director at Near Field Communication (Jersey) Ltd 07797 897 614

Google Offers, launched tyesterday 26-5-2011,  will provide businesses with an unique opportunity to join the Near Field Communications revolutionby implementing the technology both in-store and as part of their marketing efforts using Near Field Communication  Smart Posters. Google Offers allows retailers to advertise special discounts directly to a consumer’s handset through a number of the usual Google routes such as Search, Maps and Shopper; these discount vouchers and offers can then be saved by the customer on their nfc smartphone for  redemption at a later stage

Google Offers with NFC Smart Posters
Smart Posters use the same Near Field Communications Technology as Google Wallet to transfer information to a user’s nfc smartphone where it can then be stored in the same app. The data is “read” by the customer when they pass their NFC-enabled smartphone, such as the Google Nexus S 4G, over a chip embedded in the Smart Poster. The smart poster can contain any information, from discount vouchers to store directions which is then displayed within the Google Wallet app on the customer’s mobile phone.

As smartphone users become aware of NFC technology through using Google Wallet, other industries will doubtless begin adoption of similar systems for payments processing and marketing. NFC Smart Posters offer a unique opportunity to tap into the Near Field Communication hype whilst also building and extending their customer base through carefully targeted, reusable advertising.

Smart Posters also offer a number of significant benefits on top of Google Offers thanks to the more targeted nature of the medium. NFC Smart Posters work on the principle of “pull” marketing – a customer has to choose to pull the information from the Smart Tag in the poster, ensuring that they are not bombarded with irrelevant advertising messages as can be the case when relying solely on search engine results. As with native Google Offers, vouchers and information pulled from an NFC Smart Poster are also stored in the user’s Google account ready for use at a later time.

Google Offers is currently undergoing Beta trials in Portland, Oregon, before being rolled out across the US with the rest of the world to follow shortly afterwards. Retailers and brands have therefore a limited window of opportunity to begin planning and testing Near Field Communication systems for sales, marketing and payments processing if they wish to be at the forefront of the roll-out.

What’s in your Wallet?
Google Offers is part of the search giant’s latest attempts to move into the mobile payments market, under the umbrella term “Google Wallet”. Google Wallet allows users of the Google Nexus S 4G nfc smartphone to download an app from the Android Marketplace which then stores encrypted copies of the user’s credit card details securely on the handset, turning the phone into a virtual wallet. Users are then able to make wireless payments via the embedded Near Field Communications system without having to resort to traditional payment cards or cash, by simply waving their smartphone over the terminal at the in-store checkout.

Google’s Vice President of Mobile Payments, Osama Bedier, recently gave a demonstration of the Wallet app by purchasing a pair of American Eagle jean shorts with the encrypted credit card on his phone, and then applying a 20% discount coupon at the checkout. As he pressed his phone against the payment terminal, the transaction was processed wirelessly and his loyalty card details were updated simultaneously.

Back to the Future
As customers become more comfortable with NFC Technology to make payments and manage their loyalty scheme memberships, they will also become more aware of other NFC implementations. Near Field Communication will change the way that data is shared between customers and brands, and customers and their social circle. The use of NFC Smart Posters will become increasingly commonplace as a way of building customer relationships and helping brands spread their message to consumers in way that allows that same message to be passed on with minimum effort.

The window of opportunity to capitalise on NFC technology implementations is growing ever smaller as evidenced by the number of businesses rushing products to market. As has been the case with most technological advances, the earliest adopters reap the greatest benefits and with a system such as NFC Smart Posters which relies initially on a high degree of novelty to encourage uptake, the sooner a business launches their campaign the better the expected return.

Don’t get left behind – call Paul Lakeman at Near Field Communiction on 07797 897 614 to find out more about how Near Field Communications, Smart Posters and Google Wallet could transform your business.

McDonalds are leading the way in Near Field Communication

Leading fast food supplier McDonalds have announced that they will have installed contactless payments terminals in all their UK outlets by the end of this month. McDonalds also announced they are looking at ways of leveraging Near Field Communication Technology in promotions and loyalty schemes. This major initiative will undoubtedly foster increased use and take up of this advancing Near Field Communication Technology. Other UK fast food outlets embracing Near Field Communication Technology are EAT, Caffè Nero and Pret A Manger. Many of these outlets will be aggressively promoting contactless payments as it will shorten the consumers waiting time leading to a better Brand experience. Happy customers equal more sales. The introduction of Smart Posters to the mix will allow these early adopters to better communicate with customers and supply Brand information like menus or deals on demand.

Smart Posters using Near Field Communications (NFC) tags will be an emerging marketing medium for promoting restaurants, fast food outlets and takeaways. Using Near Field Communication tags, fast food outlets will be able to communicate with existing and potential customers directly from their NFC Mobile Smart Phones.

Near Field Communication Smart Poster in Marketing and Promotion

By using Near Field Communication Smart Posters to advertise and market their businesses, restaurateurs, coffee shops and fast food outlets will be able to pass menu and contact information directly into their customer’s NFC mobile phone handsets. Customers simply “swipe” their handset over an NFC Smart Poster and the information is transferred automatically from the Near Field Communication Chip to the NFC Smart Phone. Smart Posters placed in the proximity of an outlet will also allow businesses to promote themselves and provide directions for ravenous customers. Many savvy fast food chains are developing NFC applications for Smart Phones using iPhone and Google’s Android operating systems that will allow the consumer to effortlessly interact with their Brand. The NFC apps can allow time poverty consumers to order items ready for collection.

Saving Costs with Near Field Communication

In the outlets Near Field Communication tags can be used in place of traditional printed menus, allowing customers to make selections and place their orders directly from their phone to the kitchen using the information stored on the electronic menu. As the menu changes, printing costs can be dramatically reduced as the NFC tag can be updated for a fraction of the cost usually associated with traditional printed menus. The Near Field Communication back end software will also allow for instant price changes.

Collecting and Analyzing Data from NFC Smart Posters

Near Field Communication Smart Posters also allow dissemination of other information to customers, such as ingredients, dietary information and potential allergens. Special offers and discounts can be pulled by customers from Near Field Communication Smart Posters to help increase transaction values and increase brand loyalty. The Brand will be better informed about consumer buying patterns and this will lead to far more intelligent targeted marketing initiatives.

Contactless Near Field Communication Payments

Moving beyond NFC Smart Posters, coffee shops, takeaways and fast food outlets will be also able to extend their NFC capabilities to contactless payment processing. A small wireless card reader will allow customers to pay for their orders simply by swiping their NFC Smart Phone over the device, similar to the Oyster Card travel system in the London Underground. The relative amount will be deducted from the consumer’s electronic wallet and an electronic receipt issued.

The Author Paul Lakeman is a director of Near Field Communication (Jersey) Ltd-Office 9130 Freight Building-Jersey Airport-St Peter-Jersey-JE3 7BY

07797 897 614

http://www.smart-poster.co.uk

http://www.near-fieldcommunication.co.uk

http://www.nfcsecuritysystems.co.uk

Sergio Zyman former Chief Marketing Officer of Coca Cola wrote a chapter in his ground breaking book The End of Advertising As We Know it; Fish where the Fish Are where he advised that organisations should find out where the people are that buy their product are and get them to buy more. He argues that the shotgun approach no longer works. As the savvy mobile smart phone user gets more and more unreceptive to the thousands of intrusive marketing messages blasted at them every day, having researched based data will give organisations a competitive edge. This means that marketing companies need to get close to consumers and be able to allow them to pull marketing messages when they require them.

 
Are You in Trouble?
The trouble is that many marketing companies do not have a deep understanding of your customers; they don’t know their lifestyle, what turns them on and what buttons to push to get them to engage with your brand and purchase your product. This lack of knowledge leads to poor marketing initiatives and will do little to enhance your brand’s value.
NFC Solutions
What’s the solution, how can your organisation better connect with your customers and potential customers and deliver an experience that will foster loyalty and increase spend?
The Buzz:Near Field Communication Smart Posters
There has been an enormous amount of buzz about Near Field Communication recently as all industries look at ways to leverage this emerging technology to their benefit. The questions many organisations, brands and marketing companies are asking are this:

How can we utilise Near Field Communication Smart Posters and related mobile Smart Phone Technologies to better connect and deliver to the consumers an enhanced experience?
How can we incorporate Near Field Communication in our marketing mix and better serve our customers?
How can we manage the real time data delivered from NFC Smart Posters to get a better return on investment for our advertising and marketing spend?
Will we install NFC readers in our retail stores so customers can buy from us with a simple swipe of their NFC enabled Smart Phone?

Near Field Communication Smart Posters a new marketing medium
With Near Field Communication Smart Poster your retail store is never closed. The NFC enabled consumer can access your brand directly from your shop window. You can deliver information about new product lines, direct consumers straight to your online offering and offer discounts and deals.
Smart Posters can be placed in close proximity to your retail outlets to direct consumers to your stores.
Near Field Communication Smart Posters can be used to foster brand loyalty and engage your consumers in reward programmes.
NFC Smart Posters can be used in store as a tool to up sell and get consumers to spend more with you.
Near Field Communication Smart Posters will supply your brand or organisation with invaluable data that will allow you to be smarter with your marketing.
Marketing messages can be effortlessly passed on from one NFC enabled device to another, making Near Field Communication an ideal viral marketing tool.
How it works
Near Field Communication tags are RFID tags that can be read by devices that are NFC enabled. The beauty of NFC is that the tags are both readable and writable allowing the marketing message to be changed constantly. The NFC tags are placed on the frame of the Smart Poster so the graphics displayed to the consumer can be changed as often as required. The cloud based software will deliver real time data to the brand or marketing company.
For more information on NFC Smart Posters and how your organisation could use them contact the author Paul Lakeman on 07797 897 614
Near Field Communication (Jersey) Ltd-Office 9130 Freight Building-Jersey Airport-St Peter-Jersey JE3 7BY
http://www.smart-poster.co.uk
http://www.near-fieldcommunication.co.uk

NFC enabled Smart Phones are ideally suited to play a massive part in the security industry as all information and date is delivered in real time. This will make the NFC Smart Phone the device of choice for security patrols. UK based Near Field Communication (Jersey) Ltd has recently announced a partnership with Voto Communication ltd to deliver NFC Security Systems

Near Field Communication in Heath Care

Numerous Health Care initiatives are been put in place in the Health industry. In its simplest form Health Care companies will be better positioned to monitor staff. Advanced NFC applications are already being developed to monitor patient’s conditions.Near Field Communication to Prevent Counterfeit Goods

For high priced fashion companies NFC will be a godsend to ensure all their products are genuine by placing NFC tags in their items. A NFC Smart Phone owner will be able to interact with the product, gather information about it from the brand and ensure it is the real deal

Near Field Communication in Transport and Ticketing
Near Field Communication Technology for transport and ticketing has a ready been accepted and embraced in many countries by embedding NFC chips in credit cards and credit card sized devices.
Near Field Communication for Tourism
The city of Nice in France has carried out extensive trials of Near Field Communication using Near Field Communication Smart Posters to guide tourist around the city and deliver information on demand.
Near field Communication in Social Media
Consumers will soon be able to interact with others they have met and share special offers and deals using an NFC enabled low Poken device or an NFC Smart Phone that will also allow them to access information from NFC smart posters. We expect that thousands of Near Field Communication applications will hit the app stores in the next few months.
What needs to be done?
Paul Lakeman of Near Field Communication (Jersey) Ltd was recently questioned about Near Field Communication. He was asked what he thought needs to be done to advance the acceptance of NFC Technologies throughout different industries.
“At the moment there are few NFC Smart Phones in the Market Place but that is set to dramatically change in over the next year. RIM producers of Blackberry devices announced yesterday 5-5-2011 that their bold range of Smart phones will be NFC enabled and Nokia will have NFC in all of their Smart Phones. As more and more Smart Phones become NFC enabled the general public’s acceptance will exponentially grow and they will demand NFC in their Smart Phones. Whether Apple will include NFC in the iPhone 5 remains debatable but Google’s Android OS platform is rapidly gaining momentum on Smart Phones (the superb Samsung Nexus S is NFC enabled) Apple face danger of missing out and losing greater market share. Near Field communication is coming, too many heavyweights across many industries are investing billions of dollars in Near Field Communication for it to fail. Everyone involved in the Near Field Communication industry need to evaluate what applications of NFC Technology are valued by the consumer and how this emerging technology can be used to make people’s lives simpler and easier. The Near Field Communication industry should inform, educate and make the public aware of how Near Field Communication can improve lives.”

Near Field Communication (Jersey) Ltd-Office 9130 Freight Building,-Jersey Airport-St Peter-Jersey JE3 7BY

07797 897 614

NFC Smart Posters experts join with British Communications specialists to offer Near Field Communication Security Systems to UK security businesses.

Near Field Communication Security Systems allows organisations providing security services to remotely monitor their staff and properties in real time. Security staff touch strategically placed Near Field Communication (NFC) smart tags with their smart phone which then automatically verify their location and successful completion of a sweep.

Said Paul Lakeman, Managing Director of Near Field Communication (Jersey) Ltd, “Near Field Communication Technology provides an amazingly flexible way by which information can be disseminated and collected wirelessly. Our previous endeavours with NFC Smart Posters forms the basis of our new partnership with VotoMobiles as our unrivalled experience in NFC systems aligns perfectly with VotoMobiles’ experience with NFC Smart Phones and related handset technologies.”

Nick Gower, CEO of VotoMobiles went on, “We have a number of strategic partnerships including the security industry which are looking to harness the potential of new technology to improve their corporate offerings and business turnover. Near Field Communication (Jersey) Ltd are known experts in the field of NFC Smart Posters and were able to demonstrate the required level of technical knowledge and ability for us to be sure that a partnership would benefit our customers. Using our combined know-how, this partnership will be offering Near Field Communications Security Systems which will revolutionise the security industry and offer significant business benefits to our customers.’

The Near Field Communication Security Systems rely on a series of NFC tags placed around a client’s site at agreed points to ensure a full circuit is completed of major assets during each security sweep. As a security operative completes a sweep, they swipe their NFC Smart Phone over each of the NFC tags to verify that they have completed that portion of the round. This information is then available to verify that the round is being completed correctly as per the agreement with the customer.

The NFC Security System allows security providers to verify that they are meeting their contractual obligations to their clients on each and every contract they manage. In the event that a checkpoint is missed by an operative, the security provider is alerted immediately allowing for rapid action to rectify the problem immediately.

NFC Security Systems also provide businesses with an easy method of timesheet creation; as operatives scan the strategically placed NFC smart tags, a date and timestamp is automatically generated by the system. At the end of the billing period, a security company using Near Field Communication Security Systems will have an accurate record of their employees’ movements and hours worked, ready for completion of the payroll. Similarly the data generated by the NFC Security System also allows for accurate customer billing and invoicing thanks to the accurate audit trail provided by each and every swipe of the security team’s NFC Smart Phones.

NFC Smart Phones have the added benefit of replacing many of the tools traditionally associated with security systems. An NFC-enabled smart phone acts as an all-in-one communications device allowing security operatives to make calls and to record evidence using video, audio and photography.

For further details of Near Field Communications Technology and NFC Security Systems, please contact:

Paul Lakeman
Near Field Communication (Jersey) Ltd
Office 9130 Freight Building,
Jersey Airport,
St Peter
Jersey
JE3 7BY
07797 897 614

http://www.near-fieldcommunication.co.uk

http://www.smart-poster.co.uk

http://www.nfcsecuritysystems.co.uk

Zuma Fashions use NFC to engage customers and increase sales

History

During late 2010, Zuma Fashions undertook a review of their customer engagement and retention schemes seeking to identify a way of utilising cutting-edge technology to extend their brand reach and adopt a market-leading position with the 18-30 clothing market. Existing marketing channels relied on traditional printed advertisements, a monthly catalogue and an online store with a poorly managed Facebook page and corporate Twitter account.

Whilst investigating new avenues of potential customer engagement, Zuma Fashions began discussions with Smart Poster UK, looking to employ Near Field Communications (NFC) technology as an additional marketing channel. Zuma were intrigued by the potential of utilising a single format which would allow them to promote their products and stores, interact digitally with customers and implement a new customer loyalty scheme directly onto a customer’s NFC-enabled smart phone.

The prevalence of mobile phones within the target demographic suggested that targeting smart phone platforms would be a logical investment of marketing budget as well as offering a unique channel for maintaining and enhancing customer relationships. Despite the success of existing Near Field Communications trials such as London Underground’s Oyster Card scheme, the novelty of the technology has been shown to appeal to persons in the 18-30 age bracket.

With the assistance of Smart Poster UK, Zuma Fashions began a phased roll out of NFC tags and smart poster systems to cover every angle of their interactions with their customers.

Phase 1 – Smart Posters and Feedback

To assess the feasibility of NFC tag technology, Zuma Fashions decided to try a limited roll-out of the technology in their stores using a single smart poster located near the checkout counters to gauge customer satisfaction. The smart poster was printed with simple instructions on downloading the Zuma Fashions app from iTunes or the Android Marketplace to the customer’s smart phone handset. Once loaded, the customer “swiped’ their handset over the NFC tag embedded in the smart poster which transferred store location automatically into the app before asking the customer a few questions about their in-store experience. Upon completion of the questionnaire, the customer was given an electronic discount voucher for their next visit. Customers were also presented with the option to join Zuma’s mailing list, receiving monthly marketing emails as well as the option to receive a printed catalogue.

As the trial continued, downloads of the smart phone app increased sharply, as did online referrals between customers over popular social networks. The promise of a discount voucher for each completed questionnaire helped increase uptake of the app and helped prepare customers for future NFC-enabled uses by Zuma Fashions. Zuma customers were also able to forward copies of vouchers to friends and family via SMS or email, further raising the profile of the brand.

Phase 2 – In-store tagging

Following the success of the initial smart poster trial, Zuma Fashions moved onto using NFC tags on each of the garments sold in-store. A new release of the Zuma Fashions smart phone app allowed customers to ‘swipe’ the NFC tag attached to a blouse and get details of the price, the materials of which the blouse was made and a short video of the garment being modeled delivered directly to their phone. Using the phone’s internet connection, additional information could also be downloaded from the Zuma website such as the popularity of the garment or suggested accessories to complete a full outfit.

At the same time, Zuma Fashions were able to collect real-time data as to customer browsing habits for data mining and marketing purposes. The Zuma website was also able to collect information as to the most popular styles of dress and the fabrics of choice which were then used to help plan future collections for the next season.

NFC tags were also added to all Point of Sale displays allowing for dissemination of additional product information. By scanning tags and POS displays, customers were able to create a Wish List on using their smart phone which was stored on the Zuma website and could then be shared with friends and family. Zuma also used these wish lists to help target specific offers and discounts as well as cross-selling or up-selling related items by making suggestions within the Zuma app or in the weekly email sent to all Zuma loyalty card holders.

Zuma also used the in-store expansion of NFC as the perfect opportunity to introduce their new customer loyalty scheme. Using the same smart phone app, a virtual loyalty card allowed customers to collect points for each purchase made. The scheme experienced a massive upsurge in use as customers appreciated the ease of use of the new system which removed the need to carry a plastic membership card as is traditionally the case. Customers also commented very positively on the ability to track loyalty points, and balances in real time. Zuma stores began to report increased sales as customers took advantage of the loyalty scheme, collecting and spending points accrued via their mobile handsets.

Further functionality was developed into the system allowing customers to buy non-clothing items such as gift vouchers directly from their phones and have them delivered instantaneously by text or email to their friends or family. By implementing an electronic vouchering system, Zuma found administration of the vouchering system to be much cheaper to administer and maintain than previous efforts involving magnetic cards and printed paper versions.

Phase 3 – Branching Out

With in-store uses of NFC technology proven, Zuma Fashions were keen to expand their use of the technology with a view to attracting new customers. Zuma commissioned a number of dual-purpose smart posters for display in shopping centers across the UK; the printed poster showed a number of items from the current clothing collection and some instructions on accessing the NFC tag contained in the poster. The NFC tag itself contained directions to the closest Zuma Fashions store, a discount voucher for first time shoppers and a message containing special offers running in-store that week. In the event that a chosen item was out-of-stock, customers were presented with a map showing directions to the nearest store with that garment available.

Zuma were also keen to exploit the convenience of the NFC tagging system to streamline customer in store experiences. In addition to directions and vouchers, customers were presented with the option pre-order items ready for collection by the time they arrived at the store. Reservations and payment for items could be made directly from the customer’s handset in addition to optional extra services such as a gift-wrapping service. Customer feedback suggested that the convenience of simply collecting items from the store without having to go through the usual check-out process was extremely popular as less time was “wasted” queuing.

Thanks to the re-usable nature of NFC tags, the embedded offers were updated to offer a newly discounted product each week. During their investigations in 2010, Zuma Fashions had discovered that the male clothing range was experiencing a steady decline in sales so it was decided that the smart posters could be used to address this issue as smart phone usage statistics suggested that markedly more men than women used the devices. The first smart poster offer was therefore chosen to be a 20% discount on the cost of any pair of Gavin fit chinos bought in store that week.

Initially use of the posters was lower than that of the posters in-store, and the first weeks sales figures were little different to the week before. During the second week, a “buy 2 get 1 free” offer on cotton polo shirts was launched which attracted a lot more customer attention. In-store smart posters were also updated to inform existing Zuma customers of the offer which resulted in a lot more “word of mouth” referrals. As interaction with the posters increased, customers began publicising the system themselves on social networks with #ZFSmart Poster trending on Twitter at one point. Social media interest also led to increased offline media interest and several national publications using Zuma Fashions as an example of retailers using enhanced technology creatively.

NFC Out of Hours

Zuma Fashions also took the opportunity to use NFC-enabled vinyl window graphics as part of their shop windows displays. Mounted on the inside of each storefront were a number of vinyl graphics to accompany the dressed mannequins. The embedded near field communication smart tags contained additional information regarding the clothes on display such as pricing, sizes and stock levels which could be read by a shopper simply by passing their smart phone over the display in the window.

Initially the shop front displays were designed to encourage passing shoppers to enter the store by offering discount vouchers and special offers to people scanning the Near Field Communication tags on the posters. Zuma staff changed the window displays weekly and updated the information embedded into each NFC tag to reflect details of the new garments and to change the weekly offer.

Over time it became apparent that the placement of Zuma Fashions stores in high streets in major towns meant that there was a high footfall of out of hours window shoppers. With this knowledge, Zuma adapted the focus of the smart posters to increase their sales reach by embedding links to the displayed garments within the Zuma Fashion online store. When scanning the smart posters, customers were presented with the usual garment information such as sizes and prices as well as stock availability and the option to buy online immediately. Customers were also able to “bookmark” products for browsing and to save electronic vouchers for redemption in store at a later date.

As with the previous phase of the NFC roll-out, customers were also presented with the option to pre-order and pay for items for collection at a later, more convenient time. By making garments available any time, impulse buys were much easier to convert thanks to the convenience of the nfc system for customers.

Within weeks, Zuma noticed that customers were using the window displays to make purchases both in and out of hours because of the convenience to the customer. The ability to make impulse buys and pay conveniently, quickly and securely using nothing more than their nfc smart phones were reported by customers as key to their decisions to use the smart posters. Conclusion

Since the initial trials in early 2010, NFC technology and NFC Smart Posters has now become a large part of Zuma Fashions’ communications strategy. Zuma credit the technology for directly increasing their revenues and profits over the 2010-2011 financial year because of the unique way in which it allows them to communicate with their customer base and gather data that enables them to better communicate with their customers and market more efficiently.

The author Paul Lakeman is the development director of Near Field Communication (Jersey) Ltd who develop NFC Solutions for retailers using Smart posters

http://www.near-fieldcommunication.co.uk

http://www.smart-poster.co.uk

07797 897 614

Zuma Fashions use NFC to engage customers and increase sales

History
During late 2010, Zuma Fashions undertook a review of their customer engagement and retention schemes seeking to identify a way of utilising cutting-edge technology to extend their brand reach and adopt a market-leading position with the 18-30 clothing market. Existing marketing channels relied on traditional printed advertisements, a monthly catalogue and an online store with a poorly managed Facebook page and corporate Twitter account.

Whilst investigating new avenues of potential customer engagement, Zuma Fashions began discussions with Smart Poster UK, looking to employ Near Field Communications (NFC) technology as an additional marketing channel. Zuma were intrigued by the potential of utilising a single format which would allow them to promote their products and stores, interact digitally with customers and implement a new customer loyalty scheme directly onto a customer’s NFC-enabled smart phone.

The prevalence of mobile phones within the target demographic suggested that targeting smart phone platforms would be a logical investment of marketing budget as well as offering a unique channel for maintaining and enhancing customer relationships. Despite the success of existing Near Field Communications trials such as London Underground’s Oyster Card scheme, the novelty of the technology has been shown to appeal to persons in the 18-30 age bracket.

With the assistance of Smart Poster UK, Zuma Fashions began a phased roll out of NFC tags and smart poster systems to cover every angle of their interactions with their customers.

Phase 1 – Smart Posters and Feedback
To assess the feasibility of NFC tag technology, Zuma Fashions decided to try a limited roll-out of the technology in their stores using a single smart poster located near the checkout counters to gauge customer satisfaction. The smart poster was printed with simple instructions on downloading the Zuma Fashions app from iTunes or the Android Marketplace to the customer’s smart phone handset. Once loaded, the customer “swiped’ their handset over the NFC tag embedded in the smart poster which transferred store location automatically into the app before asking the customer a few questions about their in-store experience. Upon completion of the questionnaire, the customer was given an electronic discount voucher for their next visit. Customers were also presented with the option to join Zuma’s mailing list, receiving monthly marketing emails as well as the option to receive a printed catalogue.

As the trial continued, downloads of the smart phone app increased sharply, as did online referrals between customers over popular social networks. The promise of a discount voucher for each completed questionnaire helped increase uptake of the app and helped prepare customers for future NFC-enabled uses by Zuma Fashions. Zuma customers were also able to forward copies of vouchers to friends and family via SMS or email, further raising the profile of the brand.

Phase 2 – In-store tagging
Following the success of the initial smart poster trial, Zuma Fashions moved onto using NFC tags on each of the garments sold in-store. A new release of the Zuma Fashions smart phone app allowed customers to ‘swipe’ the NFC tag attached to a blouse and get details of the price, the materials of which the blouse was made and a short video of the garment being modeled delivered directly to their phone. Using the phone’s internet connection, additional information could also be downloaded from the Zuma website such as the popularity of the garment or suggested accessories to complete a full outfit.

At the same time, Zuma Fashions were able to collect real-time data as to customer browsing habits for data mining and marketing purposes. The Zuma website was also able to collect information as to the most popular styles of dress and the fabrics of choice which were then used to help plan future collections for the next season.

NFC tags were also added to all Point of Sale displays allowing for dissemination of additional product information. By scanning tags and POS displays, customers were able to create a Wish List on using their smart phone which was stored on the Zuma website and could then be shared with friends and family. Zuma also used these wish lists to help target specific offers and discounts as well as cross-selling or up-selling related items by making suggestions within the Zuma app or in the weekly email sent to all Zuma loyalty card holders.

Zuma also used the in-store expansion of NFC as the perfect opportunity to introduce their new customer loyalty scheme. Using the same smart phone app, a virtual loyalty card allowed customers to collect points for each purchase made. The scheme experienced a massive upsurge in use as customers appreciated the ease of use of the new system which removed the need to carry a plastic membership card as is traditionally the case. Customers also commented very positively on the ability to track loyalty points, and balances in real time. Zuma stores began to report increased sales as customers took advantage of the loyalty scheme, collecting and spending points accrued via their mobile handsets.

Further functionality was developed into the system allowing customers to buy non-clothing items such as gift vouchers directly from their phones and have them delivered instantaneously by text or email to their friends or family. By implementing an electronic vouchering system, Zuma found administration of the vouchering system to be much cheaper to administer and maintain than previous efforts involving magnetic cards and printed paper versions.

Phase 3 – Branching Out
With in-store uses of NFC technology proven, Zuma Fashions were keen to expand their use of the technology with a view to attracting new customers. Zuma commissioned a number of dual-purpose smart posters for display in shopping centers across the UK; the printed poster showed a number of items from the current clothing collection and some instructions on accessing the NFC tag contained in the poster. The NFC tag itself contained directions to the closest Zuma Fashions store, a discount voucher for first time shoppers and a message containing special offers running in-store that week. In the event that a chosen item was out-of-stock, customers were presented with a map showing directions to the nearest store with that garment available.

Zuma were also keen to exploit the convenience of the NFC tagging system to streamline customer in store experiences. In addition to directions and vouchers, customers were presented with the option pre-order items ready for collection by the time they arrived at the store. Reservations and payment for items could be made directly from the customer’s handset in addition to optional extra services such as a gift-wrapping service. Customer feedback suggested that the convenience of simply collecting items from the store without having to go through the usual check-out process was extremely popular as less time was “wasted” queuing.

Thanks to the re-usable nature of NFC tags, the embedded offers were updated to offer a newly discounted product each week. During their investigations in 2010, Zuma Fashions had discovered that the male clothing range was experiencing a steady decline in sales so it was decided that the smart posters could be used to address this issue as smart phone usage statistics suggested that markedly more men than women used the devices. The first smart poster offer was therefore chosen to be a 20% discount on the cost of any pair of Gavin fit chinos bought in store that week.

Initially use of the posters was lower than that of the posters in-store, and the first weeks sales figures were little different to the week before. During the second week, a “buy 2 get 1 free” offer on cotton polo shirts was launched which attracted a lot more customer attention. In-store smart posters were also updated to inform existing Zuma customers of the offer which resulted in a lot more “word of mouth” referrals. As interaction with the posters increased, customers began publicising the system themselves on social networks with #ZFSmart Poster trending on Twitter at one point. Social media interest also led to increased offline media interest and several national publications using Zuma Fashions as an example of retailers using enhanced technology creatively.

NFC Out of Hours
Zuma Fashions also took the opportunity to use NFC-enabled vinyl window graphics as part of their shop windows displays. Mounted on the inside of each storefront were a number of vinyl graphics to accompany the dressed mannequins. The embedded near field communication smart tags contained additional information regarding the clothes on display such as pricing, sizes and stock levels which could be read by a shopper simply by passing their smart phone over the display in the window.

Initially the shop front displays were designed to encourage passing shoppers to enter the store by offering discount vouchers and special offers to people scanning the Near Field Communication tags on the posters. Zuma staff changed the window displays weekly and updated the information embedded into each NFC tag to reflect details of the new garments and to change the weekly offer.

Over time it became apparent that the placement of Zuma Fashions stores in high streets in major towns meant that there was a high footfall of out of hours window shoppers. With this knowledge, Zuma adapted the focus of the smart posters to increase their sales reach by embedding links to the displayed garments within the Zuma Fashion online store. When scanning the smart posters, customers were presented with the usual garment information such as sizes and prices as well as stock availability and the option to buy online immediately. Customers were also able to “bookmark” products for browsing and to save electronic vouchers for redemption in store at a later date.

As with the previous phase of the NFC roll-out, customers were also presented with the option to pre-order and pay for items for collection at a later, more convenient time. By making garments available any time, impulse buys were much easier to convert thanks to the convenience of the  nfc system for customers.

Within weeks, Zuma noticed that customers were using the window displays to make purchases both in and out of hours because of the convenience to the customer. The ability to make impulse buys and pay conveniently, quickly and securely using nothing more than their nfc smart phones were reported by customers as key to their decisions to use the smart posters.
Conclusion
Since the initial trials in early 2010, NFC technology and NFC Smart Posters has now become a large part of Zuma Fashions’ communications strategy. Zuma credit the technology for directly increasing their revenues and profits over the 2010-2011 financial year because of the unique way in which it allows them to communicate with their customer base and gather data that enables them to better communicate with their customers and market more efficiently.

The author Paul Lakeman is the development director of Near Field Communication (Jersey) Ltd who develop NFC Solutions for retailers using Smart posters

http://www.near-fieldcommunication.co.uk

http://www.smart-poster.co.uk

07797 897 614