NFC: A Perfect Mobile Technology for Millennials

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How can bringing intelligence and connectivity to everyday objects influence millennials’ purchasing decisions? And how is a smartphone able to build brand loyalty within this influential demographic?  

The answers are evident when you consider what millennials want in terms of a purchasing experience or brand interaction.

For one thing, an appealing brand story is often a key component of a marketing-to-millennials strategy.  When properly presented, it helps create an engaging experience and establishes an emotional connection with the consumer.

Millennials also want to feel good about the products they purchase. This extends beyond the brand story and touches upon more practical product attributes, such as how it was made, what ingredients it contains, where it was grown, when it was harvested, and the manner in which it was shipped. 

And let’s not forget – with millennials, instant gratification is a primary driver. They want immediate and seamless access to information and they want it on their own terms.

NFC – near field communication – is an ideal technology that meets virtually all of these millennial-centric needs. The technology rests in the hands of nearly every millennial with a smartphone, and year-over-year growth of NFC mobile users has averaged over 112% since 2013.

Plus, NFC provides direct communications between a brand/manufacturer and millennials, after the purchase, not just in pre-sale. The interaction is much less intrusive than Bluetooth or iBeacons, and is easier to use and faster than QR codes – as much as 15 times faster

Tapping a smartphone to an object that has an NFC tag can instantly serve up a promotional offer, peer-generated product reviews, loyalty incentives, or the means to easily share info with friends via social channels – catering to millennial wants and influencing their mobile purchasing experience and decisions.

Through both browser- and app-based mobile experiences, millennial consumers can be immediately directed to relevant information about how to use, prepare, and better appreciate the products being tapped. They can also learn more about product lineage, contribute to a brand’s charitable cause, or instantly reorder a product – all without sorting through search engine results or navigating complicated websites. 

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Topics: NFC, OpenSense, consumer engagement, millennial, mobile marketing

NFC: Ideal for brands seeking seamless mobile experiences and item-level analytics

Posted by Matt Bright, Sr. Director, Technical Marketing on Sep 6, 2016 11:06:35 AM

What is "reality" in an omnichannel world?

We live in the physical world. Yet consumers spend much of their time online, primarily using mobile devices.

Brands and retailers seeking to connect with consumers in both the physical and virtual world are shifting to omnichannel commerce. 

A successful, personalized omnichannel marketing campaign can help brand owners connect with their customers and increase their understanding of buyer behavior throughout a product’s lifetime.

Several technologies have emerged as channel options to deliver consumer experiences that bridge the gap between the real and virtual world.  

Which technology is best for you?

For brands seeking a seamless mobile experience and item-level analytics,  NFC technology is a revolutionary tool. NFC facilitates a continuous dialogue with consumers – before and after-purchase - creating new engagement opportunities within the shopper’s journey.

With NFC, marketers can identify and target individual consumers with context-aware experiences that drive satisfaction, loyalty, and revenue.

Thinfilm’s NFC technologies can bring packaging and products to life by adding easy-to-use smartphone interactivity with the simple application of an affordable pressure-sensitive label.

Learn more about how Thinfilm's solutions are able to provide contextualized and relevant messaging throughout the consumer’s shopping journey.  Understand how these interactions will foster deeper brand loyalty and drive repurchase intent while collecting valuable analytics.

Register for "Raising the Bar for Omnichannel Commerce", a Mobile Marketing Association webinar taking place October 13, 2016. 

 

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Topics: NFC, OpenSense, consumer engagement, omnichannel, mobile marketing

How Can “Smart Bottles” Confront Counterfeits … and Improve the Consumer Experience?

In the wine industry – particularly in Asia – counterfeit wine is sadly almost common. According to recent reports, 50-70 percent of wine sold in China is potentially a counterfeit. For premium brand wines, this percentage could be higher.

But what if a connected “smart bottle", that communicated with your smartphone, could tell you if that bottle of wine you’re about to purchase has been illegally refilled, is an all-out fake, or is actually the real thing … among other pieces of information about the bottle's content?  

At Mobile World Congress Shanghai on July 15-17, Thinfilm demonstrated how smart technology can provide a solution to check the authenticity of wine bottles across the supply chain and directly to consumers.

The smart bottle concept – featuring Thinfilm’s NFC OpenSense™ technology – can monitor individual bottles that are packaged, shipped, stocked and purchased in their original factory-sealed state. After unveiling the industry's first "smart wine bottle" made with printed electronics at the show, Thinfilm is now executing a live field trial in collaboration with G World and Ferngrove Wine Group. 

In addition to OpenSense’s ability to provide authenticity checks, those who visited our booth for demonstrations were excited to see that our smart technology could also give consumers visibility into product lineage. While authentication of a product’s originality is critical, consumer engagement is now weighed in as a factor when brand owners calculate ROI for such solutions.

Consumers are expressing increased concerns about the way their food, beverages, health and beauty products are grown, harvested, and produced.  Having access to brand information before (and after) a purchase is a valuable way for consumers to learn about their product’s ingredients, manufacturing process, and environmental friendliness.

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Topics: NFC, OpenSense, anti-counterfeiting, consumer engagement

Thinfilm’s NFC Technology - Changing the way consumers, products and brand owners interact

Posted by Kai Leppanen, Chief Commercial Officer on Jun 10, 2015 6:17:14 PM

In the first quarter of 2015, Thinfilm introduced NFC OpenSenseTM, a new near field communication (NFC) sensor tag technology. NFC OpenSense tags are thin, flexible tags that can detect a product’s sealed and open states and wirelessly communicate content with the tap of an NFC-enabled smartphone or device.

In the same time frame, we unveiled the Johnnie Walker Blue Label® “smart bottle” with Diageo and showcased it at Mobile World Congress 2015. The connected “smart bottle” will allow Diageo to send personalized communications to consumers who read the tags with their smartphones both before and after opening the bottle.

We are now excited to be partnering with additional leading companies in our efforts to bridge the physical and digital worlds and make everyday items smart. We recently signed several agreements with global leaders in the spirits, tobacco, and fast moving consumer goods (FMCG) industries for demonstration systems featuring Thinfilm’s NFC OpenSense product.

These agreements fortify our vision to fundamentally change the way consumers, products and brand owners all interact.

In addition to these commercial agreements, we are teaming up with the World Customs Organization (WCO) to combat global counterfeiting issues. Thinfilm’s NFC OpenSense and NFC BarcodeTM products will be the first NFC-based solutions to be included in the WCO’s IPM anti-counterfeiting tool.

Because Thinfilm’s tags contain unique identifiers, it is possible to track products at the individual-item level.  Customs officers will be able to immediately verify the authenticity of products with the wave of an NFC-enabled smartphone, tablet or industrial reading device.

Come learn more about NFC OpenSense and other Thinfilm products at one of these upcoming events.

HBA Global, Health & Beauty America 
June 9-11, 2015, New York, NYThinfilm will be presenting during the Internet of Things conference session.

Cardware 2015 – Payment & Digital ID Insights
June 16-17, 2015, Niagara Falls, Canada
See our presentation “Taking NFC Beyond Payments: New business models enabled by item-level intelligence”.

Mobile World Congress Shanghai 2015
July 15-17, 2015, Shanghai, China
Thinfilm is showcasing NFC OpenSense inside the “GSMA Innovation City” exhibition area.

 

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Topics: NFC, OpenSense, world customs organization

About Thinfilm Thoughts

Thinfilm Thoughts is the blog for Thinfilm Electronics ASA (“Thinfilm”). The postings published here present our opinions and thought leadership views regarding printed electronics technology and products, the printed electronics industry, and the role that printed electronics will play in powering the Internet of Everything.