Category Archives: SMA news

BVDW Guide “Proximity Solutions – Smart Technologies to create digital touchpoint”

Consumer’s path into the store becomes more and more individual and unique. The smartphone delivers relevant insights pre-store, in-store, after purchasing and attends the consumer while using the product during the whole lifecycle. Beside the optimized purchase journey the relationship to the customer becomes a snowballing role. Consumers expect much more than a working product. They are looking for individual services, a direct communication with the brand and – across all channels and touchpoints – a seamless unique experience.

By 2020 customer experience will be the „key brand differentiator“ and will push aside price and product. 86% of the consumers will pay more for an enhanced customer experience (Walker Customers 2020: The Future of B-to-B Customer Experience) .

The biggest challenge for brands will be a seamless experience across all touchpoints.

To turn a „Maybe I should have bought this…“ into a purchase anytime and anywhere– brick-and-mortar or online – will be an additional value of a digitalized customer journey. It needs extensive data to realize this. And customers are willing to provide these for a better experience.

And for all this bildschirmfoto-2016-09-09-um-14-10-38you need proximity solutions. Technologies, such as NFC, beacons, GPS/Geofencing or QR, complement each other, provide a seamless experience and massive insights for further development.

Bundesverband Digitale Wirtschaft e.V. with his Focus Group Mobile released the guide “Proximity Solutions – Smart Technologies to create digital touchpoints” which explains how retailers and brands can use proximity solutions to gain mobile data and create a meaningful experience for the consumer.

To read the full BVDW guide “Proximity Solutions – Smart Technologies to create digital touchpoints” (German) complete with case studies, click here

Digital Easter egg hunt on an out of home poster

mobiThis year mobilcom-debitel invited people to a digital egg hunt on an out of home poster (2,50 m x 3,50 m).

All they needed was their NFC enabled smartphone. While searching with their smartphone the users received hints as text messages such as “A bit further left” and when hitting the right NFC tag they were linked to a mobile responsive registration page to enter the raffle.

Interaktion mit den Kunden: Viele Einsatzfelder 
für NFC

Logo ONEtoONENFC (Near Field Communication) ist eine Kontaktlos-Technologie zum Austausch von Daten, die vielen vielleicht schon aus dem Payment-Bereich bekannt ist. Hierbei wird das Smartphone an der Kasse kurz an ein Terminal gehalten, und die Bezahlung erfolgt. Auch bei Apple kommt die Technik neuerdings zum Einsatz. Das Unternehmen hat NFC in die neue iPhone-Generation integriert. Doch in der Technologie steckt offenbar noch mehr Potenzial.

See full here

BMW and SPIEGEL WISSEN team up to create the first mass-produced NFC print ad in Germany

BMWSPIEGELPrintAd1The NFC enabled ad can be found in 165.000 copies of the October issue of Spiegel Wissen. NFC smartphone users can launch the new BMW iApp by simply placing their phone on the ad. They can then explore a range of interactive information and services that demonstrate BMW‘s sustainable mobility capabilities.
In this way, NFC provides advertisers with the chance to enrich the reader experience by providing valuable extras – seamlessly merging physical and digital worlds. As NFC lets you also gather data about each action, advertisers can now gain a better understanding of how consumers are interacting with their brand content.

NFC-workshops for brands, publishers, agencies and retail

Want to be up to date with Near Field Communication (NFC)? The Smart Media Days in Hamburg and Cologne will give agencies, retail, product developers and members of the media technological insight and creative ideas for the usage of this unique contact technology. Find all the info about the Smart Media Days here.

NFC-Praxisworkshops für Marken, Verlage, Agenturen und den Handel

Machen Sie sich fit in Near Field Communication (NFC): Auf den Smart Media Days in Hamburg und Köln können sich Handel, Agenturen, Markenartikler und Medienschaffende technisches Verständnis und kreative Anregungen für die Anwendung der einzigartige Kontakttechnologie holen. Hier gibt es alle Infos zu den Smart Media Days.