What is AR and NFC technology?
If you’ve seen shoppers pointing their phones at bottles in the grocery store or posting videos of labels coming to life on social media, then you’ve already been exposed to Augmented Reality (AR) and Near Field Communication (NFC). With a focus on customer engagement and getting noticed in a highly competitive market, smart technology can help your brand differentiate and connect with consumers to increase brand awareness and drive repeat purchasing.
Augmented Reality (AR) creates a unique way for customers to interact with a label. AR is made possible using image recognition technology and a dedicated app. Since AR is made to recognize certain graphics on a label, it can be implemented or changed after your labels are printed. The experience can range from a 3D animated map of a vineyard to creating 360-degree virtual experiences. Face imaging software can even be used to tell whether a customer is smiling or not so a tailored message can be delivered (see Black Beer video below). With 90% of smartphone owners using their device in-store to research products, the barrier to entry for them interacting is as small as educating them that the AR app and experience exists.
Don’t believe that statistics? Check out this infographic.
Near Field Communication (NFC) can be used to track the movement of wine throughout the supply chain, provide tamper evident sensors, and temperature sensors. NFC can also be used to automatically launch a specific landing page about the wine to educate or incentivize a customer to purchase. NFC requires insertion of an antenna into the label – be it the front, back, or neck label – that is triggered when an NFC enabled device is near. Imagine a customer walking down the wine aisle with their phone out and getting an automatic trigger from an NFC antenna that takes them to a site with tasting notes, food pairing recommendations, and coupon. NFC is a way to close the sale, meanwhile getting valuable purchase data sent back to you in real-time. You may be asking; how many people have phones that function with smart technology? As of 2017, 90% of all smartphones manufactured were NFC enabled, with newer Android and iPhone X having the NFC reader built into the phone, so no app is required.