When physical products that don’t traditionally have built-in
electronics, such as dresses and wine bottles, connect to cloud-based
functionality, through the use of NFC tags and a user’s mobile device,
these physical products become part of the Internet of Everything and can
deliver valuable benefits to both the consumer and the brand owner.
One-to-one customer interactions Brand owners can supply context-sensitive information, based on store
location or the time of day. After the purchase, consumers can receive
additional customized content, including specific warranty programs,
exclusive offers, social media, feedback forms and more.
Location-based marketing Brands can gather customer locations (based on cell-phone tower or GPS) and
then send highly targeted on-the-spot information, or they can use
“geo-fencing” to set triggers when a device enters or exits a
Enhanced personalization and loyalty programs Brands can offer a value exchange, in the form of a voucher or special
offer, to request personal data, such as contact details or preferences.
Customers can create personal histories for the things they own, or can be
invited to participate in loyalty programs.
On-demand product authentication and traceability The NFC tag makes it possible to verify authenticity and trace a
product’s history, so consumers can be assured that the product
they’re considering is genuine. Shoppers become partners in the
battle against counterfeits, since they can authenticate a product at any
time, and from anywhere. Traceability can also make the product more
engaging, linking a bottle of wine with its vintner or a dress to its
For the consumer, the cloud-enabled NFC interaction leads to deeper
engagement, unique experiences, contextually relevant information and more
personalized service. For the brand owner, the interaction generates real-time
data about product transactions and consumer activity, and this data can be
used to refine marketing campaigns, while making operations more efficient.
Three real-world examples
Forward-thinking brand owners are moving quickly to introduce products with
NFC connectivity and applications. Here are three that speak for themselves:
You can also find the first part of this blog, ‘It’s
personal – deeper brand relationships with NFC and Cloud’
Global Marketing Management - Smart Products & Services, NXP Semiconductors
A marketing professional with over 20 years of experience working across diverse markets, including technology, consumer goods, healthcare and risk protection, Sylvia Kaiser-Kershaw is an expert in the definition and implementation of brand strategies and cross-channel marketing solutions. At NXP, she's driving NFC IoT applications that increase engagement between brands and consumers by adding digital connectivity, security and intelligence to physical products.