Argos has rolled out Near-Field Communication (NFC) technology in 40 of its UK stores, as part of its drive to become a digital retailer.
It has already teamed up with O2 to provide free wifi in all its 735 stores. Earlier this month, it revealed that sales made via mobile devices represented 20 percent of total sales in the last quarter.
By tapping their NFC-enabled smartphones on one of the 88,000 tap points, shoppers can engage with store staff wearing NFC-enabled lanyards recommending the latest offers.
Dominic Pemberton, head of publications and new media at Argos, said: “By using NFC we hope to encourage app downloads, increase mobile sales and improve our multi-channel customer experience.
“This pilot is also part of our initiative to reduce the printing and distribution costs associated with our catalogue.”
Argos is working with Proxama, the global mobile marketing, loyalty and mobile wallet company, to implement the NFC technology, which it claims is the largest retail rollout of the technology to date. Proxama is providing its Mobile-In-Retail solution and TapPoint technology platform and also helped train Argos staff on the technology.
TapPoint is a web-based campaign management system that enables advertisers to create new NFC advertising tags and monitors and collates detailed customer analytical data, to give advertisers real-time data.