Nestle has embraced near field technology in supermarkets for the first time in a partnership with Woolworths and Tapit that urges people to reach for their phones to download content while shopping.
The project, which is being rolled out in 480 Woolworths supermarkets across the country, is believed to be the first time that Nestle and a major retailer have deployed a NFC marketing campaign anywhere in the world.
The campaign supporting the launch of Uncle Toby's Oats & Strawberries has been developed with the help of NFC specialists Tapit, which has rolled out NFC campaigns for major brands including Google, Coca-Cola, Nike, Johnson & Johnson, Samsung and Sony.
As part of the campaign NCF fins have been installed in supermarket aisles and shoppers can also use QR readers to access recipes from Woolworths Fresh Magazine.
Nestle head of sales for CPW, Dean Carberry, said the decision to launch the NFC project in partnership with Woolworths, Torch Media and Tapit was driven by the challenge of engaging consumers when they were making the purchase choice.
“We are always looking for new and innovative ways to drive engagement with shoppers,” Carberry said.
“Shelf conversion is a challenge for the Oats category, so we decided to amplify our Oats and Fresh strawberry campaign in Woolworths with a Tapit NFC enabled aisle fin. The aisle fin will connect shoppers directly with Oat and Strawberry recipes, developed in partnership with Woolworths Fresh Magazine, to help drive consumption occasions. We are excited about this technology which will enable us to make instant changes throughout the four week campaign.”
Tapit commercial director, Ben Wagner, said the campaign and technology mix was aimed at influencing consumers at one of the most challenging points of the purchase journey.
“A big challenge for brands is influencing the sale in the last three feet, Tapit can not only do this through delivering rich mobile experiences, but also analyse how people are interacting with the brand, Wagner said.
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