the new consumer in the nfc era

The new consumer in the

NFC era

Giancarlo Cutrignelli

Senior Global Marketing Manager

Smartphones have changed

forever the way people shop

"Best Buy has become Amazon's showroom"

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80%90%100%

Best Buy Electronicsshoppers

Amazon Electronicsshoppers

Which of the following retailers have you shopped in the last 90 days?

Amazon Best Buy

Among Best Buy electronics shoppers carrying mobile devices:

67% regularly or occasionally compare shops via their mobile devices

38% use Amazon’s Price Check app specifically

Source: BIGInsight Monthly Consumer Survey (Jul 12), Forbes (Aug 12), Bloomberg (Mar 12)

The traditional purchase path

Stimulus First

Moment of Truth (Shelf)

Second

Moment of Truth (Experience)

Google's view: the Zero Moment Of Truth

Stimulus First

Moment of Truth (Shelf)

Second

Moment of Truth (Experience)

Which becomes the next person's ZMOT

And the path is not linear either

87%of smartphone users perform a mobile search after seeing an ad

Source: Google, May 2012

Lexus ad in Wired magazine

NFC Out-of-Home ads

78%Up to 49%Up to 18%

Positive consumers

Conversion to action via NFC

Voucher redemption rate

Consumer engagement by the numbers

12x48 sec

>36%

NFC enabled shelves

NFC engagement vs. QR code

NFC engagement time

Conversion to action via NFC

Source: News America Marketing, Kantar Media, Kinetic (2012)

NFC maximizes the dialog to consumer

Stimulus First

Moment of Truth (Shelf)

Second

Moment of Truth (Experience)

Which becomes the next person's ZMOT

THANK YOU

Giancarlo Cutrignelli

giancarlo.cutrignelli@nxp.com