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Westfield to Trial NFC Technology Within the Next 9 Months

Westfield, the shopping centre group, is looking to trial geolocation and NFC technology within the next six to nine months, revealed Myf Ryan, Director of Marketing UK & Europe for Westfield, at the British Retail Consortium’s omni-channel conference.
Following a presentation on what bricks and mortar retailers need to do to connect with the ever changing habits of consumers, Ryan was asked what Westfield was doing around NFC technology.
While Westfield London has hosted NFC initiatives from other media owners like CBS Outdoor UK, she admitted that Wesfield itself hasn’t done a lot, citing the “very interesting debate” happening around brands harnessing the data transmitted by devices and using it to target consumers in a specific area with messaging around offers or in-store deals.
“We haven’t specifically trialled geolocation or NFC technology yet but we are working with our digital team in San Francisco and it is something we are looking to trial within the next six to nine months,” she said.
Discussing more widely what bricks and mortar retailers need to be doing to connect with the digitally minded consumer, Ryan added that creating a destination is key to success.
“There is a much bigger focus on the experience, focussing on fewer but bigger flagship destinations. Creative destinations are also being delivered by immersive experiences, they are a means of capturing the consumers’ attention but it is important that they are placed at the centre of the action,” she said, later adding that technology is an enabler of this.
“The next stage of the digital and physical convergence is to enable highly immersive shopping experiences in whatever environment they are in and whatever device they may be using. One reason for doing this may be financial, omni-channnel consumers spend four times as much as people shopping through traditional channels,” she said.
She went on to discuss research commissioned by Westfield which found that, at minimum, having a decent mobile signal when shopping is important for more than 80 per cent of its shoppers and added that free WiFi results in a considerable uplift in engagement, although it has not been made mandatory for Westfield retailers.
This is all the more important in the UK where Ryan believes consumers are much more sophisticated when it comes to navigating a brand’s mobile offering.
“Looking at the Western global world – so UK, USA, and Australia – UK consumers are far more advanced. They are more at ease in the digital world,” she said.
Ryan praised a number of brands for their efforts in bringing the physical and online worlds together, including luxury retailers like Burberry and Louis Vuitton, but ended by saying that for her John Lewis is one of the stand out retailers with its compelling in-store, online, mobile and click and collect offering.
Via: The Drum

How convergence will change the media landscape in 2014

Carat UK blog about convergence being the driving force behind everything we do in 2014.
They cover:

  • Beacons – converging mobile and retail
  • Offline inspiration converging with online shopping
  • Frictionless payments – converging mobile and purchasing
  • The Endless Aisle – the convergence of physical stores and e-commerce
  • Deliveries – converging sales and product
To read the full article, please click here.

NFC – What Have We Learnt So Far

There is a wealth of location-based mobile opportunities now available – from tried and tested approaches like Geofences to the as yet unproven Beacons. We believe that a wide range of technologies, including NFC, will continue to successfully co-exist.  Here we share some of our NFC learnings from the past year.
To access the learnings  click here

KFC – Gateway to mobile content

March 2013 saw the launch of Posterscope, Proxama and Clear Channel’s latest OOH campaign for KFC. Utilising over 400 of Clear Channel’s NFC-enabled UK outdoor media sites, the campaign promoted KFC’s Hot Shots Box Meal and encouraged consumers to tap or scan for directions to their closest restaurant.

Very.co.uk hijacks the high street with digital 'window shop'

Online fashion retailer, Very.co.uk, has launched a digital ‘window shop’ for the Christmas party season using an empty shop window in Liverpool’s shopping and leisure complex, Liverpool One.
The ‘window shop’ incorporates both NFC and QR code functionality which allows passers-by with smartphones or tablets to be able to scan and shop the collections on the Very.co.uk website.  Purchases ordered before 9pm can also be delivered for free the following day.
The windows will feature three of Very.co.uk’s key festive trends,  Glitz and Glam’, ‘Rock Chic’, and ‘Snow Princess’, which have been specially created to appeal to the tastes of Liverpool’s shoppers, based on their typical browsing and purchasing habits with the etailer.
The campaign, in place until 6th of January 2013, was planned and bought by Posterscope and Carat.
 

NFC beer mats

Becks have just run an on-trade music promotion for Becks Vier in pubs and bars in London, Birmingham, Newcastle and Leeds.  The campaign allowed consumers to interact with a Becks Vier Beermat or A3 washroom panel using NFC, QR codes or a unique search term in order to be directed to a Becks Vier microsite.  Once there, they could chose 1 of 3 tracks from upcoming artists, and enter their email address to have the track sent to them.  The Campaign with Admedia was planned and bought by Vizeum and Posterscope.
 

Register to vote via NFC

Rock the Vote used Blue Bite to create QR and NFC-enabled posters that encouraged the youth to vote prior to the US elections.  Smartphone users could register to vote straight from the poster site as well as receive details about where to vote on Election Day.
Via: Upstart business journal

Orange partners with Proxama NFC Posters in UK EAT cafes

Orange have unveiled ‘Quick Tap Treats’ the UK’s first mobile contactless retail reward scheme in partnership with EAT restaurant chain which allows around 200,000 customers with NFC enabled handsets to tap their phones on NFC enabled posters  to play a game and receive a free treat each day.
Via: Proxama

Australian supermarket tests NFC

Australian supermarket Coles partnered with Adshel to allow consumers to download exclusive digital content such as cookery recipes and video cookbooks via WiFi or NFC.  50 sites in Melbourne were equipped with the technology.
Via: NFCWorld