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Argos turns to NFC to drive app downloads

By Retail Technology | Monday February 10 2014

Mobile promotions system aims to demonstrate online and High Street chain’s commitment to digitising stores and customer engagement

Multichannel retailer Argos is launching the UK's first major High Street Near Field Communication (NFC) capability with mobile marketing, loyalty and mobile wallet company, Proxama.

From 18 January shoppers will be able to tap their NFC-enabled smartphones in 40 Argos stores throughout the UK to engage with store staff who are wearing NFC-enabled lanyards recommending the latest offers. Customers will also be able to tap instore cards to download the Argos mobile app to make purchases on the go.

This initial campaign supports Argos’ goal of transforming into the UK’s leading digital retailer covering online, mobile and instore. The initiative uses over 88,000 'tap points,' which is the largest retail roll out of the technology to date. 

Mobile technology specialist Proxama will be providing its Mobile-In-Retail solution and TapPoint platform as the underlying technology, providing Argos with an system with end-to end functionality that includes campaign analytics.

Reduced printing and distribution costs

Dominic Pemberton, Argos head of publications and new media, 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.

“When we started looking to improve our proximity mobile marketing, we went straight to Proxama. Their credibility in the market and analytics provided by their TapPoint platform made them our number one choice. Proxama’s full support package was also a benefit to us; they have helped train our staff and offered support with implementing the technology.”

Miles Quitmann, UK managing director and chief commercial officer, Proxama added that consumers use their mobiles during High Street shopping journeys to check they are getting the best deals. 

"The vast majority of retail purchases are still conducted on the physical High Street – for retailers, connecting the physical and digital is nirvana," said Quitmann.

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