How are NFC tags changing Luxury Brand Marketing?

Hey there! Are you fond of luxury goods? Very few people understand the sense of fulfillment you get when acquiring a luxury product. The store, ambiance, fragrance, and touch emanate an opulent feeling that is hard to put into words. Using NFC tags in luxury brand marketing amplifies this unique experience. 

Luxury products are evolving; now, you can wear a jacket that gives you a unique experience. It lists exclusive music, clubs, restaurants, and much more. You can authenticate high-end products and get an exclusive experience, all with NFC tags.

Understanding NFC Tags

Near Field Communication, also known as NFC, is a communication standard that enables devices to communicate when in close proximity. Devices equipped with NFC hardware, like smartphones, can communicate with each other. They can also interact with other NFC-equipped devices like NFC tags, payment devices, etc.

A smartphone can interact with the NFC tag on a luxury device and open the content embedded in the chip. This has become a common and effective practice in luxury brand marketing strategy.

Picture this: you buy a Moet with a sticker indicating it is NFC equipped. Intrigued by this, you bring your smartphone close to the tag and access exclusive content. This can include detailed product information, the brand’s story, or a catalog of special edition products; the sky is the limit here.

This is not about sharing information but creating a bridge between physical and digital planes. Consumers will have a rich experience as they engage with the brand and get a sense of exclusivity.

Counterfeiting Challenges

All the brands have one thing in common: they are vulnerable to counterfeit items. This is an even bigger problem for luxury brands. It harms their identity, exclusivity, reputation, and thus revenue. E-commerce has been helping these brands facilitate marketing, sales, and support. Even so, it provides the same to the counterfeit industry, so the demand and supply for the fakes is only growing.

10% of leather goods, 10% of luxury goods, and 20% of sportswear are counterfeit. – Vandagraf Research

These numbers are far from the actual market when considering the number of factories, dealers, shops, and websites involved in counterfeiting. NFC enables digital authentication and proposes a challenge to fake products. This ensures consumers get authentic products and your brand withstands the storm of knock-offs.

Benefits for Brand, Retailer, and Consumer

Wondering how to market a luxury brand? NFC enhances the customer experience with heightened interaction and engagement. It also creates a path between physical and digital planes and protects the brands from counterfeiting. With one tiny NFC tag, your brand gets the best tech at its service.

Customer Experience

What makes luxury products so expensive? The rarity, exclusivity, and unique experience their customers have in the stores or while using them. NFC chips will provide an interactive experience to your customers, enabling them to access exclusive content, special edition products, or even exclusive stores.

Consumer Engagement

NFC tags enable your customers to access product information, branded content, style guides, exclusive offers, etc. This takes the engagement higher.

Brand Protection

Your supply chain, stores, and customers can check the authenticity of the products anytime, anywhere. This can also help you identify sales in the grey markets.

Anti-counterfeiting

Your luxury products carry NFC chips that will display the content you want to show to your customers, and you can change it when you want. Good riddance to the fake ones trying to imitate.

Mobile Marketing

Since you control what your customers see when they tap the tag, you can use this to promote your products and exclusive stores and utilize mobile marketing. This makes digital marketing for luxury brands more compelling.

Exclusive Content

Does your brand collaborate with artists to serve exclusive content? It can be songs, music videos, or short films for your loyal customers. Now, share your content easily with NFC tags.

Location Awareness

A network of readers and a cloud can provide you with the location of the products, making the transit safer.

Phygital World: Bridging Physical and Digital

NFC technology is knocking on your door with an opportunity to offer your customers ‘phygital goods’. These are physical products equipped with a link to digital goods and experiences. The world is changing fast, and so should how you market your luxury products.

NFC tags can carry unique digital assets or experiences to enhance the product’s identity and uniqueness. This phygital experience can create wonders with emerging Augmented Reality and other technologies.

Real-World Examples of Luxury Brand Marketing

Luxury brands worldwide have adopted NFC technology. It has helped to protect their brand identity and reputation and enhance the customer experience. Here are a few examples of high-end brands that employ NFC.

ROCHAMBEAU

The award-winner fashion house from New York launched an NFC-equipped smart jacket with EVERYTHNG and Avery Dennison. The NFC label unlocks access to curated gifts and select experiences. The magic happens when wearers access a special selection of New York City clubs, galleries, restaurants, etc. Moreover, it features exclusive videos and artwork.

MONCLER

The Italian luxury brand uses NFC technology to combat counterfeiters in China. The anti-counterfeiting system verifies product authenticity with the help of NFC tags shaped like their logo. Moncler’s high-tech defense offers transparency for customers.

DYNE

This menswear luxury brand creates innovative sportswear with NFC technology in each garment. By tapping a smartphone on the garment, users can access the clothing catalog, design aesthetics, and a custom music playlist and learn more about the company’s philosophy. Dyne declares an ROI of 219% and has partnered with Blue Bite and Smartrac to create their NFC-enabled clothing line.

VICTORINOX

The Swiss luxury house uses NFC labels to give each product an individual identity, enabling smartphone verification and authentication. Developed with Goods Tag and RAKO Group, Victorinox’s NFC tags will offer exclusive support, real-time product information, etc.

Final Thoughts

NFC is redefining luxury marketing and experience by creating a phygital space that enhances authenticity and customer experience. NFC helps in the fight against the counterfeit market and strengthens the bond between luxury brands and consumers. This is a new era in luxury brand marketing strategy. This is the best time to capture the magical future of luxury branding with NFC tags.

Learn About NFC now!