improving brand engagement throughout the consumer journey · 1google/ipsos, consumers in the...
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Improving Brand Engagement Throughout
the Consumer Journey
Davor SutijaCEO, Thinfilm
VisioNFC 2018London, UK
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What makes NFC Mobile Marketing valuable for consumers?
82 % of consumers use their smartphone to help make purchase decisions in-store1
1Google/Ipsos, Consumers in the Micro-Moment, U.S., n=5,398 based on internet users, Mar. 2015
77 % of consumers use phone in-store to seek product reviews
We are now in the era of the connected consumer
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NFC Mobile Marketing creates more than awareness – it drives better consumer decision-making.
Fewer than 1 in 8 shoppers go to a brand’s website
(instead they rely on search or Amazon for real-time info)
Customers don’t want ads, they want
a conversation
https://www.fastcompany.com/3007362/customers-dont-want-ads-they-want-conversation
Brand Story
Recipes
Reorder
One-touch Return
Secure Provenance
NFC Mobile
Marketing is a
platform to give
consumers immediate access to:
What makes NFC Mobile Marketing valuable for brands?Brand-curated one-to-one consumer connections
PRIVATE LABELALTERNATIVE
COMPETITORBRAND
YOURBRAND
SEARCH
Direct one-to-one connection On-brand messaging
?
• 1st-party data
• real-world product interactions
• brand/customer connection throughout the consumer journey
• actionable insights
• enhanced consumer experience
Unique Tag ID
Date/Time
GPS Location(when granted)
# of Taps
Tap Sequence
What an integrated NFC solution deployment provides
Conversion technology plays a key role in NFC adoption
FROM LOOSELY COUPLED TO ON-PACKAGE TO ON-PRODUCT
NFC-integrated mobile apps can also tie in blockchain services
What brands need in the delivery format
Speed
Reliability
Simplicity
Scale
7 BillionAnnual Production Capacity of
NFC Tags per line by end 2019
Ubiquity can be achieved by using existing roll-based
manufacturing on flexible metal substrates
Recent in-market NFC Mobile Marketing deployments across geographies and categories
The conversation continues wellbeyond point-of-purchase
1. In-store: Tap for info & contest
Consumers who tap NFC spend 3x more time onsitethan clicking ppc/social ads
1-in-3 consumersinteract 2+ times from2+ geographic locations
2x interaction compared to other on-product approaches
3. At home: Tap for recipes
4. Tap for instantreorder
5. Discover moretagged products, etc.
2. Purchases broughthome
Barbadillo Wine: “Tap & Win” campaign in Spain
Details:– 200+ Major Retail Outlets– 126,000 “Smart” Bottles– €1,000 Prizes
Results & Insights:
Increase in Subscribers over historic URL /QR based campaigns
Time spent on site vs. all other sources of traffic
Of consumers interact from 2+ locations
2x
2.8x
33%
Objectives:– Promote white wine for summer drinking with seafood– Encourage contest entries– Generate brand buzz
NFC provides actionable B2B & B2C insights
Supply chain transparency
Identify where batches are distributed geographically
40% of tapped coasters were
tapped by multiple people
When direct mail pieces are being received based on Postal Service bulk mail
delivery
Secondary taps shows that wine is potentially
consumed just as much for lunch as for
dinner
Diet shake consumers eat later than average, and do
not consume dinner shakes on weekends
People are most likely to smoke or consume tobacco messaging between 2-5 pm,
and do not smoke at meal times
Product flow Mail Distribution Virality Consumption habits
Associated habits Information consumption
Specialty Gin On Label
Craft Beer Coasters
Chewing Tobacco Direct Mail
Wine Bottle Neck Hangers
Nutrition Supplements Welcome Package
Tobacco Direct Mail
Consumer Behavior
