This IoT technology really affects the customer journey.
Near Field Communication (NFC) is an IoT technology that allow users to connect with the world around them. By simply tapping their mobile device against any smart object, image, or location, users can easily access relevant, unique product information and the digital experiences programmed on the item. In such a saturated market of products and services, NFC is a competitive feature that many businesses should utilize to stand out. See how this simple and affordable technology can influence the customer’s journey before, during, and after a purchase.
You open up your mailbox to find yourself completely overwhelmed by a huge pile of catalogs.
Without NFC: The catalogs all seem to have fairly similar layouts and features, making it difficult to decide where to start. After spending a rather long time inspecting the pile, you decide to throw more than half of them away. Finally you get down to the real work: sifting through the few intersting ones, making mental notes of which items you will research further and consider purchasing.
With NFC: You see that one of your favorite retailers came out with a digitized, interactive catalog. It reads, “Get ideas, be inspired, own the look with just a tap of your phone.” You immediately set aside the others because this one captivates your attention. With only the one catalog to peruse, you take the extra time to grab yourself a drink, situate yourself in a comfortable position, and start shopping.
After reviewing, you select your favorite designs.
Without NFC: You like the design, but are uncertain of many things: Does the retailer have your size in stock? Which store location is closest to me? Has it been sold out? Do they have different colors? How does it look from all angles? After mulling over the potential answers, you do your own research, browsing the retailer’s website, searching some keywords, and opening up your maps app to locate the nearest store. After going back and forth between reading the catalog and researching on your phone and laptop, you’re able to find most of the information you were looking for.
With NFC: When you tap your phone to the front page of the catalog, a brand exclusive video pops up on your device. It’s a welcome message from the CEO herself, giving a brief background on the brand and this season’s inspirations. You’re already feeling positive you’ll find what you’re looking for with this brand! As you continue to flip through the catalog, you tap on an item you’re interested in. Your phone automatically connects you to the item’s digital profile where you learn all of the necessary product information: size and color availability, and directions to the closest store location with your item in stock.
It’s time to buy!
Without NFC: You decide to make your purchase online since you’re unsure which location has the item you’re looking for in stock. At checkout, it takes you four times to correctly type in the 15-digit coupon code. You sigh a breath of relief — you’re finally done shopping! But you can’t help but wonder if your purchase is indeed everything you were looking for.
With NFC: You decide you’d rather save the time going to the store by making a purchase online. You feel confident anyway that this is the right product for you given your experience so far. You tap on the coupon to automatically apply your discount, instantly saving 10%! Now that the easy part is done, the hard part begins: waiting for your order to arrive.
Your package arrives! Upon opening…
Without NFC: You try on your new purchase and the size you ordered is slightly small. You’re not quite sure how to go about making an exchange so you call the retailer’s customer service line. One automated menu and seven buttons later, you talk to a representative only to find out that exchanges can only be completed online.
With NFC: You tap on the package and a video pops up on your phone providing suggestions on how to best style your new item. Afterwards, you’re directed to a page where you can purchase any of the accessories or accompanying items you saw in the video. Not only is the packaging smart, your item is also embedded with NFC. With just a tap, you are able to access the product’s care instructions, a lookbook, and the retailer’s social media so you can easily post a picture of yourself in your new item.
The adoption of IoT is rapidly growing. Businesses that embrace this mobile trend will stand out amongst the competition. Simply embedding IoT technology, such as NFC, into ordinary objects opens up new and exciting ways for users to interact with the world around them. Moreover, employing IoT to make products and locations smart helps bridge the disconnect between brands and their customers by making meaningful information readily available.
The digital experiences programmed on NFC chips serve as a personal guide that inspires, informs, and supports customers along their purchase cycle. Embrace the future, make your product smart, and show your customers why your product is the best.
