request a call back

 Today This week
close close


A selection from the blogs maintained by members of the team

Near Field Could Change Retail In the Near Future


RFID and NFC mobile technology are breathing life into our objects and changing the way we consume, manufacture and sell, so how could this influence the way we buy our shopping?

According to Gartner 2011, NFC (Near field communication) and RFID (Radio Frequency identification) technology are set to have a huge impact on the mobile realm in the coming years.

RFID and NFC are technologies that use radio waves to transfer data from an electronic tag which is attached to track and manage, assets and even people. Currently mobile RFID and near field communications are generally simplified and require the two devices to be close to each other, however, as the technology continues to gain momentum it is likely that capabilities will improve which could have a radical impact on its usefulness to major industries.

Most prominently RFID and NFC is likely to have a massive impact on marketing, transportation and retail. Picture yourself in a supermarket with no queues, stocked shelves and up to date store information; well this may not be as far away as you think. In the retail sector, consumers, manufacturers and retailers are all likely to be dramatically impacted by this technology, here are some ideas of how things could be changed in the near future.

1. The shopping experience

Adding NFC tags to your products enables consumers to scan their products want and even pay there and then without even going to the check out. Unlike bar code-based tracking systems, an RFID system can read the information on a tag without requiring line of sight and without the need for a particular orientation.

The tag can also have the capability to be programmed to hold important information such as an items serial number, description, colour, size, manufacture date and price. This makes RFID tags an ideal tool for price checking, special promotions and monitoring distribution points.

If the sophistication of the scanning devices improves to deal with long range readings, RFID tags could even be used to track down products in store using the combined functionality of GPS and the tags.

2. Payment

RFID payments technology means that you can now pay without the need for cash or cards. In fact payments can be made as simple as tapping your RFID enabled phone to a payment terminal. Even better with the ability to contain product and price information in the tag, in the not to distant future RFID technology is likely to provide opportunities to pay without the need of check outs, simply scan your products pay and leave.

3. Inventory management

Many brands including Abercrombie & Fitch, Levis and Kleenex have experimented with RFID tags to track their inventory at an item level. Although mobile capabilities are more limited, it can be anticipated that mobile tags will soon be sophisticated enough to track the location of each product they make from the time its made until its added to the shopping cart, enabling organisations to track through every level of the supply chain with the use of there mobile handset.

Manufacturers can tag goods during production so every one along the way, from supplier to manufacture to logistics teams and end consumers, can benefit from increased product information. For instance consumers will be able to buy fresh produce and know where the product orientated, dispatch date and how long it has been on the shelves, which is likely to increase customer confidence.

4. Marketing

Perhaps the biggest impact of RFID and NFC can be seen in marketing, where the use of RFID enables organisations to combine the physical world with the virtual world of social media to create a unique marketing experience. Retailers can engage shoppers  with a broad spectrum of interactive marketing experiences, simultaneously building loyalty and social media buzz. The tags can be used to create personal messages, offers and loyalty programs, which can be activated with the scan of a smart-phone.

These marketing benefits are not only limited to consumers, RFID and NFC can be used to monitor consumption habits and provide real time shopping analytics similar to google analytics for offline shopping behaviour. For instance what could be more useful then creating automated check in tags in your store so you know how many customers are in your store compared with your competitors.

Its clear to see why this technology is generating such a buzz and with one in five smart-phones set to include this functionality by 2014, it seems that it could be a key opportunity for innovators wanting to create something unique. Being one of the biggest up and coming trends in mobile we would like to know how you think this technology could be used and which industries you think would most benefit?

By Hannah Ackford | Marketing Executive

Further information about our service

Get in touch

Your Name*

Your Email*


Your Message

* required fields

Latest News

  • Proud to launch website for leading South West Hotel Group

    New website development for Richardson Hotel Group.

    View full article

  • Win a Digital Marketing Training Workshop for your business

    Enter our latest online survey to win.

    View full article

  • Proud to sponsor the La La Choirs Concert

    In support of South West Charity Hamoaze House.

    View full article

  • Rokk Media launch new website for Woodbury Park

    A brand new, responsive website for a prestigious hotel.

    View full article

  • Rokk Media’s CEO Proud to Present Plymouth University Award

    Plymouth University Graduation 2014.

    View full article

  • Rugby World Cup 2015 is coming to Exeter

    Providing Digital Marketing advice and support for Exeter City Council.

    View full article

  • Rokk Media proud to be named on Government framework

    A unique opportunity for involvement with Software Applications.

    View full article

  • Rokk CEO meets tech industry legend

    Adam Stone meets personal hero in San Francisco.

    View full article

  • Rokk Media supported Exeter College recognised as outstanding

    Outstanding BTEC College Of The Year.

    View full article

  • Rokk Media at Big Bang South West 2014

    An explosive success for the team who supported the event.

    View full article

Latest Views

  • Another bite at the apple… Apple iPad Launch 16.10.14

    The new range of Macs and iPads.

    View full post
  • The Display Network

    Best practices and insight into the Google Display Network (GDN).

    View full post
  • The Wearable Tech Business take over

    Wearable tech in the business world.

    View full post
  • Top five tips to help you achieve app success

    Ensure your mobile app stands out from the rest.

    View full post
  • iBeacon Apps receive automatic shortcut boost for iOS

    We discuss iBeacons and iOS 8.

    View full post
  • An Apple a day… Apple Product Launch 9th Sept 2014 Summary

    Say hello to the new Apple Watch.

    View full post
  • How to get the most from your digital strategy

    Have you included a strategic plan for your business online?

    View full post
  • iBeacon and Bluetooth Low Energy Forecast

    Adoption of iBeacons and their growth.

    View full post
  • Digital Trends: The Connected Home

    The Internet of Things in our homes.

    View full post
  • An introduction to The Internet of Things

    The connectivity linking all devices.

    View full post