Improving Brand Engagement Throughout the Consumer Journey Davor Sutija CEO, Thinfilm VisioNFC 2018 London, UK
What makes NFC Mobile Marketing valuable for consumers? 82 % of consumers use their smartphone to help make purchase decisions in-store 1 77 % of consumers use phone in-store to seek product reviews We are now in the era of the connected consumer 1 Google/Ipsos, Consumers in the Micro-Moment, U.S., n=5,398 based on 2 internet users, Mar. 2015
NFC Mobile Marketing creates more than awareness – it drives better consumer decision-making. Brand Story Fewer than 1 in 8 shoppers NFC Recipes go to a brand’s website Mobile Marketing (instead they rely on search or Reorder Amazon for real-time info) is a platform to give One-touch consumers Return immediate access to: Customers don’t Secure want ad ads, they want Provenance a con a convers rsation 3 https://www.fastcompany.com/3007362/customers-dont-want-ads-they-want-conversation
What makes NFC Mobile Marketing valuable for brands? Brand-curated one-to-one consumer connections COMPETITOR BRAND SEARCH ? PRIVATE LABEL ALTERNATIVE YOUR BRAND Direct one-to-one connection On-brand messaging
What an integrated NFC solution deployment provides # of • 1 st -party data Taps real-world product • interactions Tap Sequence brand/customer • connection Unique throughout the Tag ID consumer journey • actionable insights Date/Time enhanced consumer • experience GPS Location (when granted)
Conversion technology plays a key role in NFC adoption T O ON - PACKAGE T O ON - PRODUCT F ROM LOOSELY COUPLED
NFC-integrated mobile apps can also tie in blockchain services
What brands need in the delivery format Simplicity Speed Reliability Scale
Ubiquity can be achieved by using existing roll-based manufacturing on flexible metal substrates Annual Production Capacity of 7 Billion NFC Tags per line by end 2019
Recent in-market NFC Mobile Marketing deployments across geographies and categories
The conversation continues well 1. In-store: Tap for info & contest beyond point-of-purchase 2x interaction compared to other on-product approaches Consumers who tap NFC 5. Discover more 2. Purchases brought home tagged products, etc. spend 3x more time onsite than clicking ppc/social ads 1-in-3 consumers interact 2+ times from 2+ geographic locations 3. At home: Tap for 4. Tap for instant recipes reorder
Barbadillo Wine: “Tap & Win” campaign in Spain Objectives: – Promote white wine for summer drinking with seafood – Encourage contest entries – Generate brand buzz Details: – 200+ Major Retail Outlets – 126,000 “Smart” Bottles – €1,000 Prizes Results & Insights: Increase in Subscribers over historic URL / 2x QR based campaigns 2.8x Time spent on site vs. all other sources of traffic 33% Of consumers interact from 2+ locations
NFC provides actionable B2B & B2C insights Consumer Supply chain Behavior transparency Mail Dist stri ributi tion Associated habi Assoc bits ts Pr Product flow flow Virality ty Consu sumption Info Inform rmat ation on ha habi bits co consu nsumpti tion Secondary taps shows Identify where bat atches When dir direct mail mail pieces are Diet shake consumers eat People are mos most likely to o 40% of tapped that wine is potentially are distributed being received based on lat ater than av average, and do smok oke or con consume tobacco coasters were consumed just as as geographically Postal Service bulk mail mail not consume di dinner shakes messaging between 2-5 pm, tapped by multiple much for mu or lunch as as for del deliv ivery on weekends and do do not ot smoke at me meal people dinner din tim imes Specialty Gin Chewing Tobacco Craft Beer Wine Bottle Tobacco Nutrition Supplements On Label Direct Mail Coasters Neck Hangers Direct Mail Welcome Package
Thank You Davor Sutija CEO davor.sutija@thinfilmNFC.com +47 94 84 98 86
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