Effective Personalization of the Physical World…

Virtual commerce environments have garnered efficiencies from the internet over the past decade causing brick and mortar businesses to come under significant pressures, in many cases remolding themselves and at least sensing the looming threat of how consumers can commoditize the final purchase experience for products or services.

NFC (Near Field Communication) spells opportunities for business in the physical world that are not available in virtual environments at home. When it comes to personalization, several areas can be exploited in the physical world, in ways the online world cannot deliver. For example, if a consumer activates a tag at home, you can have the business staff on hand identify a particular feature that you know the consumer likes and create an opportunity for creating a lasting memory. Las Vegas is especially famous for this; and it is this level of personalization opportunity that NFC can deliver on.

Of course, NFC can be used in a consumer’s home as well (being installed on laptops so they can personalize the shopping/surfing experience). However, much like a birthday party, the idea that a person now checks in and you acknowledge them when they do, is a personal experience that you cannot replicate at home when that person is all alone during that experience. 

As humans are still social beings; this is a unique differentiator.

Before you continue on reading this, we’ll assume that you have familiarized yourself with the basic concepts of NFC from the Consumer Section.