CUSTOMER ENGAGEMENT: Shoppers tap their phones on NFC lanyards to get offers

UK retail chain Argos is conducting an NFC pilot in 40 of its stores, enabling shoppers to tap their NFC smartphones to engage with store staff wearing NFC-enabled lanyards and have the latest offers sent to their device.

Customers can also tap NFC in-store cards to download the Argos mobile app. In all, the retailer has put more than 88,000 tags in place for the pilot.

Argos is using NFC specialist Proxama's Mobile-In-Retail solution and its TapPoint platform for the pilot.

"By using NFC we hope to encourage app downloads, increase mobile sales and improve our multi-channel customer experience," said Dominic Pemberton, head of publications and new media at Argos. "This pilot is also part of our initiative to reduce the printing and distribution costs associated with our catalogue.

"It is great to see a leading UK retailer embracing the benefits of mobile engagement with their customers in retail stores," added Miles Quitmann, UK managing director and chief commercial officer at Proxama. "Consumers use their mobiles in store to enhance their shopping experience and check they're getting the best deals.

"The vast majority of retail purchases are still conducted on the physical high street — for retailers, connecting the physical and digital is nirvana."