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53%
Advanced customer analytics
Direct customer interaction, identification and analytics are seen as the main marketing drivers
53,8% 49,8% 48,4% 38,0% 35,3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% n = 221
Real-time interaction (e.g. direct respone in-store, in-store promotions) Location-based (in-store and near-store, position tracking)
Combination of online marketing with offline marketing Combination of time with location (e.g. daytime-dependent offers to increase store utilization)
41%
59,3% 49,3% from Direct Sales promotions to NFC-based marketing 45,2% from Display Ads to NFC-based marketing 43,9% from TV Ads to NFC-based marketing from Radio Ads to NFC-based marketing from Outdoor Advertising to NFC-based marketing from Search Engine Marketing to NFC-based marketing
Believe that traditional coupons (paper based) will be the most affected, followed by direct sales promotions
41,4% 33,6% 18,8% 18,0% 14,8% 13,3% 11,7% 10,2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% n = 221
20,4%
73%
Google Apple Amazon
Google is clearly expected to be in a dominant role, Apple follows Amazon and Facebook are seen less dominant
73,3%
56,9%
25,3% n = 221
Facebook
0% 10% 20%
21,7%
30% 40% 50% 60% 70% 80% 90% 100%
Conclusion
NFC-contactless payment is at the turning point to become widely accepted. Although it will co-exist with other technologies the inherent marketing advantages will make it a winner in the mid-term. Closer interaction and more intimate knowledge about the consumer at the point of sale are the biggest drivers for success. The party which is able to monetize on this marketing opportunity and wisely supports the rollout of the technology will be
in a leading position. Whether this party will come from an existing market member or be one of the new contenders is not clear yet. The race is open and significant disruption to be expected. Read more in our full report with more than 270 pages of detailed data, deep analysis of various dimensions and significant additional insights into the future of NFC-contactless payment.