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News America Marketing Launches RFID-enabled Signs

The provider of SmartSource advertising services is installing the solution using Thinaire NFC-based technology for in-store promotional displays, to deliver video, recipes and social-networking links to consumers.
By Claire Swedberg

To use the system, consumers need not download an app. A shopper can simply tap his or her NFC phone next to the Shelftalk signage, which instructs that person to "Tap or Snap." The customer then either views a recipe for the product or an invitation to select additional content about it. During the pilot, the solution also invited users to like Kraft Foods on Facebook, and to download the iFood app, which consumers can use to do such things as browse through Kraft's collection of more than 7,000 recipes, make shopping lists for any recipe selected, and locate the nearest grocery store. Of all the consumers who interacted with the Shelftalk displays, 36 percent took action, such as saving a recipe, downloading the Kraft app or sharing the brand socially.

At the same time, Thinaire software uses the data (what it calls the digital exhaust) related to the number of times that information was accessed at each store and each Shelftalk location, in order to provide business analytics to the brand owner. (Kraft did not respond to requests for comment for this article.)

News America Marketing's Heidi Grey
The Kraft-based pilot, says Heidi Grey, News America Marketing's senior VP and regional sales manager, proved its ability to catch the attention of shoppers and cause them to linger in front of particular products at the store. "In fact," Grey says, "the shoppers spent approximately 48 seconds in front of the brand compared to the norm of eight seconds in grocery stores." That eight-second average is based on studies conducted by research consulting firm Integrated Research Associates. "The positive results were achieved without coupons or price reduction."

"As people start to learn more about what they have on their phone [that is, the NFC reader], their behavior related to this technology will accelerate," Daly predicts. With NFC, the phone can capture data by simply tapping a tag (rather than the more complicated procedure of photographing a QR code). "It's about taking the friction out of the equation," he states. "We're very excited. We feel like we're changing the world."

Thinaire charges an annual fee to the brand owners and other companies that use its system.

In a prepared statement for the press, Edward Kaczmarek, Mondelez's director of innovation and emerging technology, said, "Initial results from our pilot are very positive and set the stage for our 2013 brand efforts in mobile."

USER COMMENTS

James cage 2013-07-31 06:40:11 AM
Good to see retailers investing in technology. Mobile and online platforms are a good way to attract consumers. Came across this whitepaper on emerging trends in retail "Thinking about tomorrow: Post recession strategies for retailers" @ http://bit.ly/10XoIQa readers may find it useful.

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