Legitimate, a leader in NFC technology, has unveiled a report showcasing the transformative potential of NFC tags in marketing strategies beyond the point of sale. The report, based on tens of thousands of post-purchase interactions, reveals how embedding NFC tags into products like merchandise and footwear opens new avenues for customer engagement, loyalty, and first-party data collection.
The data underscores the effectiveness of NFC tags in capturing zero-party data, with an impressive 95% marketing opt-in rate and scans recorded in over 65 countries. Key findings include a 1.67x average re-scan rate, indicating sustained consumer engagement, and peak scan times between 12–3 PM and 7–9 PM local time, offering brands optimal windows for content activation.
Notably, the report highlights the success of NFC tags across various industries, including music, fashion, and events. For instance, a K-Pop collaboration achieved 16,000+ scans with a 61% claim rate, while a Puma/Roc Nation collaboration saw a 2.68x re-scan rate. These examples illustrate the broad applicability and impact of NFC technology in creating meaningful, ongoing relationships between brands and consumers.
Legitimate's findings suggest that NFC-enabled products not only outperform traditional email capture forms but also provide brands with actionable insights into consumer behavior, enabling targeted marketing strategies and enhanced customer loyalty programs. This report positions NFC technology as a critical tool for brands looking to innovate in the digital age, turning physical products into dynamic marketing channels.
