Dive Summary:
- To engage consumers at the point of sale and increase loyalty app downloads, Coca-Cola launched an NFC marketing campaign in 100 Australian stores.
- The promotion adss a Tapit NFC tag and a QR code to the soft drink maker's existing POS marketing, allowing customers to tap the tag or scan the code to download the corresponding Coke Clubhouse app for their particular phone.
- Tapit's platform also collects analytics including time, location, interaction frequency, tap versus scan, handset model, operating system, carrier and browser type when consumers tap or scan.
From the article:
... "The Coke team can simply log in to the Tapit platform and understand what retail locations and POS assets are working best or worst and update content to improve performance when necessary."
"The project will be live from now until the end of the year and we will be conducting research around consumer attitudes to NFC usage versus other mobile based engagement, such as SMS, QR, typing URLs, etc", [Tapit co-founder Andrew Davis] added. ...
