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BizReport : Mobile Marketing : October 24, 2014

Expert Advice: Invest in Near Field Communications

On Black Friday both on and offline retailers will experience a huge spike in traffic - there will be buyers for everything from new jeans to new cars. The key is for retailers to market correctly before shoppers enter their doors, and according to one expert Near Field Communications is one way to push those traffic and conversion numbers.

by Kristina Knight

Kristina: How can retailers better use near field communications to engage and retain shoppers?

Douglas Lusted, CEO, Linkett: NFC can be used to securely transfer content to in-store customers mobile phones or loyalty cards to engage shoppers while they are in their purchasing decision. NFC can be used in-aisle promoting products that retailers make good margins on. For example, tap your phone to receive a coupon on product xyz. NFC can be used at point of sale promoting loyalty programs while the pay for their items. For example, tap your phone or loyalty card to instantly join our loyalty program and earn loyalty points. Lastly, NFC can be used on existing digital in-store screens or kiosks in the malls that particular retailer is working out of to increase store traffic. For example, "tap your phone here to receive a map to retailer xyz" using LINKETT technology.

Kristina: How can NFC options help retailer turn holiday-only shoppers into regular shoppers?

Douglas: LINKETT's NFC is able to collect "phone I.D.'s" and record when a returning vs new customer is in-store. Being able to identify a returning customer and give them exclusive content for coming back incentives customers to return. This phone I.D. data can also be used to monitor when one of your key customers has not visited your store in a while, and send reminders to the retailer that they should try and get in touch with that person, whether it be via email, phone, or mail. This is a friendly way to stay in contact with your key customers, and keep them engaged with your brand and bring them back into your store. All through the data that NFC collects.

More from Douglas and Linkett on Monday, including his top 3 tips to implement a good mobile strategy this holiday season.

Image via Shutterstock

Tags: LINKETT, m:commerce, mobile commerce, mobile marketing, near field communications

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