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Study: Mobile Savvy Shoppers Prefer NFC over Competing Alternatives when Shopping

Image shows Rogers Suretap that uses NFC to allow smartphones make payments

Image shows Rogers Suretap that uses NFC to allow smartphones make payments

The NFC Forum and Strategy Analytics today unveiled the results of a comprehensive retail research report and web survey on mobile consumer engagement and purchases, revealing the needs and preferences of today’s mobile-centric consumer. The in-depth report – which includes both observational research of retail scenarios comprising 36 participants and a web survey that included more than 1,000 participants – offers retailers insights into providing more relevant, convenient and enhanced in-store shopping experiences and a better understanding of the full potential of in-store engagement opportunities. Overwhelmingly, NFC technology was preferred over competing alternatives including Bluetooth Beacons and QR codes.

The Forum’s related white paper, “NFC Technology: How Changing Consumer Preferences Create New Opportunities for Retailers,” is available at the Forum’s website. The findings were also discussed earlier today during the Forum’s webinar, “Consumer Perspectives on In-Store Engagement Technology,” which is archived and available for replay.

As mobile technology continues to allow retailers and brands to enhance communication and engagement with increasingly connected mobile consumers, the NFC Forum recently commissioned leading global consumer research firm Strategy Analytics to gather and analyze data relating to end-user preferences and perceptions of NFC in a retail setting.

The study revealed six specific opportunities in which retailers and brands can use NFC technology during the customer journey to improve in-store experiences, generate more sales, and enhance customer loyalty and trust. Consumers were particularly excited to use NFC to access timely and relevant information, such as:

  • Store deals, store Wi-Fi, and rewards accounts
  • Multimedia content and real-time store inventory
  • Information about related products
  • A digital, NFC-enabled shopping cart on their phones
  • Product information for large purchases
  • Exact refill cartridge information and one-touch reorder capability
  • NFC was preferred by a significant margin over QR codes, Bluetooth Beacons, and browsers in all of these use cases

The study also revealed that:

  • Over 75% of respondents who used NFC were very satisfied with their experience.
  • More than 75% of respondents indicated an interest in viewing additional product information including inventory and availability via NFC.
  • Over 60% were interested in an NFC-enabled mobile shopping cart in-store experience and using NFC to order the replacement parts or accessories for products, such as ink and toner cartridges for printers.

“Smart phones continue to change the way we live, interact – and shop,” said Paula Hunter, Executive Director, NFC Forum. “For decades, retailers have been working to leverage technology to improve customer experiences and engagement under the ever-evolving digital model – all with varying degrees of success.”

“Thanks to this survey data we have a much deeper understanding of how retail consumers want to be engaged. Overwhelmingly, NFC is preferred because it’s fast, efficient, and offers greater control,” continued Hunter. “With more than 500 million NFC-enabled phones in the market today and more than a billion by the end of this year, retailers would be wise to take advantage of NFC’s superior performance to immediately improve consumer engagement in many other aspects of the retail experience.”

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