This recent CMO Australia article highlights an innovative retail marketing campaign currently running in Woolworth's supermarkets, in partnership with Nestle and Australian NFC tech leader Tapit. The campaign is using NFC tag technology to provide customers with recipe ideas in order to provide useful information and help drive sales.

Tapit commercial director Ben Wagner says, “A big challenge for brands is influencing the sale in the last three feet." Wagner goes on to explain how Tapit’s analytics allows the brand to track each customer interaction in real time.

Should this technology become widely adopted in retail, as other recent news indicates, store architectures will be drastically impacted. Industry IT leaders would be wise to stay abreast of trends and developments related to consumer demand for an omni-channel in-store experience as they plan their future architectures.

Michael Lee is the Managing Director of Quality Deployment. He can be reached at insights@qdbve.com.

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