Executive Summary

• Retailers can deploy near-field communication (NFC) tags in stores to better engage with shoppers on-site. The tags can be used to send customers product information and links and to create a more personalized shopping experience.
• Retailers can also think like brands when incorporating NFC technology. For example, they can follow in the footsteps of several innovative brands that already embed NFC technology into their own products in order to better engage with shoppers postsale. These companies use the technology to send shoppers branded content or practical information throughout the product’s lifecycle.
• Survey data show that US consumers tend to prefer NFC tags over competing technologies such as QR codes and beacons, and that they appreciate the speed, convenience and control that NFC tags provide them while shopping.