Argos is trialling near field communication (NFC) technology in its stores, using it to enable shoppers to download its app by scanning a code with a phone.
Shoppers will be able to scan a lanyard worn by staff in select stores, which will give them access to Argos’ latest offers on their smartphones.
The service will be available in 40 stores - each has more than 2,000 tap points, mainly in the form of app download cards for customers to take away. Argos employees are also equipped with NFC-enabled lanyards that customers can tap with their smartphone to see all the latest offers available.
The technology will be rolled out across other stores in 2014, and Argos has further plans for the technology. It is working with Proxama, a technology supplier that uses NFC and Bluetooth Beacons to provide location-based marketing.
Argos head of publications and new media Dominic Pemberton said: “By using NFC we hope to encourage app downloads, increase mobile sales and improve our multichannel customer experience. This pilot is also part of our initiative to reduce the printing and distribution costs associated with our catalogue.”
NFC has in the past been hailed as the next big thing in mobile payment, but has so far failed to take off in that capacity. Argos’ use of the technology is one of the first in a retail environment.
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