Would you believe that even milk cartons can be made smart?
While they may not be the first product you’d consider enabling, milk cartons as an example demonstrate how literally anything can be made smart. This added smart feature might even be the competitive edge that businesses benefit from. Whether at a grocery store researching product information or preparing for a marathon, consumers are seeking the same thing: quick and easy access to the right information.
The vast advancements in technology and ubiquitous wireless connectivity have set new expectations for speed, convenience, and efficiency amongst customers. [1]
So: how can businesses satisfy to this new customer behavior?
Reduce any unnecessary friction between the user and the information he/she seeks.
Internet of Things, or IoT, is transforming the nature of physical things. It is helping to bridge individuals and information by enabling any object or place to connect to the Internet. This connectivity, in turn, empowers objects to deliver information to individuals with a single tap.
The use of IoT technology, such as Near Field Communication (NFC), seamlessly minimizes the gap between people and information while ensuring ease of use.
By simply tapping the NFC embedded object, consumers readily access relevant information digitally via smart phones without having to download any external apps or undergo an extensive set up process.
With the rise of mobile devices as the preferred channel of communication for most consumers, NFC will play an integral part of product design to ensure enhanced customer experience. [2]
See how the following companies have connected their products with NFC to enhance their value and capability.
Nike NBA Connected Jersey
“More than a Jersey” is how Nike and the NBA describe their newly unveiled NFC enabled Jersey Collection. The jerseys are embedded with NFC and allow the wearer to support his or her favorite player through the built-in digital experiences by simply tapping on the tag at the bottom of the jersey.
The digital experiences include curated NBA highlights for the selected player or team, insider access to the players’ interviews, exclusive gear and game ticket offers, and early access to upcoming promotions and products. These features help to create a positive customer experience, and foster brand affinity.
SneakerCon
SneakerCon increased its attendees’ engagement at their global events by embedding branded hangtags with NFC and barcode technology. When attendees tapped the tags with their mobile devices, they were able to access the programmed digital content on their phone screens. The digital experiences allowed event goers to see a dynamic shoe release calendar and live social media feeds, buy tickets for upcoming events, and participate in a sneaker giveaway.
DYNE
DYNE elevated their product value by embedding NFC technology in their men’s luxury athletic apparel. By activating the garment with IoT technology and incorporating digital experiences, DYNE was able to educate their customers on garment fabric and features, establish a stronger brand-customer relationship through digital channels, and provide a one-of-a-kind product experience.
The notion of smart products is one that is already permeating the business world.
Adding a layer of digital intelligence to anything exposes “opportunities for new functionality, far greater reliability, much higher product utilization, and capabilities that cut across and transcend traditional product boundaries.” [3] IoT is inevitably shifting the nature of the physical world around us, and the innovative companies that embark on this new technological trend will stand out among the rest.
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