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The Forum’s related white paper, „NFC Technology: How Changing Consumer Preferences Create New Opportunities for Retailers,“ is available at the Forum’s website. The findings were also discussed during the Forum’s webinar, „Consumer Perspectives on In-Store Engagement Technology,“ which is archived and available for replay.
As mobile technology continues to allow retailers and brands to enhance communication and engagement with increasingly connected mobile consumers, the NFC Forum recently commissioned leading global consumer research firm Strategy Analytics to gather and analyse data relating to end-user preferences and perceptions of NFC in a retail setting.
The study revealed six specific opportunities in which retailers and brands can use NFC technology during the customer journey to improve in-store experiences, generate more sales, and enhance customer loyalty and trust. Consumers were particularly excited to use NFC to access timely and relevant information, such as:
NFC was preferred by a significant margin over QR codes, Bluetooth Beacons, and browsers in all of these use cases.
The study also revealed that:
„Smart phones continue to change the way we live, interact – and shop,“ said Paula Hunter, Executive Director, NFC Forum. „For decades, retailers have been working to leverage technology to improve customer experiences and engagement under the ever-evolving digital model – all with varying degrees of success.“ Thanks to this survey data we have a much deeper understanding of how retail consumers want to be engaged. Overwhelmingly, NFC is preferred because it’s fast, efficient, and offers greater control,“ continued Hunter. „With more than 500 million NFC-enabled phones in the market today and more than a billion by the end of this year, retailers would be wise to take advantage of NFC’s superior performance to immediately improve consumer engagement in many other aspects of the retail experience.“