Legitimate, a leader in NFC technology, has released a groundbreaking report demonstrating the transformative potential of NFC tags in marketing strategies. The report, based on extensive data, shows that embedding NFC tags into products like merchandise, footwear, and event wristbands opens up unprecedented opportunities for post-purchase engagement, loyalty building, and first-party data collection.
Calvin Chan, Founder and CEO of Legitimate, emphasizes the unique approach of their technology, stating, 'Most analytics stop when the transaction ends. Legitimate begins where others leave off—at ownership, re-engagement, and experience.' This method leverages tens of thousands of post-purchase interactions, all initiated by a simple tap on a physical product, bypassing traditional tracking methods like cookies and pixels.
The report reveals compelling statistics, including over 30,000 product taps across all SKUs, a 95% marketing opt-in rate, and scans recorded in more than 65 countries. These figures underscore the effectiveness of NFC tags in capturing zero-party data—information willingly provided by consumers, offering brands direct and actionable insights.
Key behavioral trends identified in the report include significant spikes in scan volumes during product launches or events, with some items seeing up to 70% of their weekly total scans in a single day. Additionally, the average re-scan rate of 1.67x indicates strong consumer engagement post-purchase, a rarity for physical products.
Industry-specific snapshots further illustrate the impact of NFC tags across various sectors. For instance, a K-Pop collaboration resulted in over 16,000 scans, while a Puma/Roc Nation collaboration saw a re-scan rate of 2.68x. These examples highlight the versatility and effectiveness of NFC tags in enhancing brand-consumer interactions.
The implications of Legitimate's findings are profound for the marketing industry. By turning physical products into interactive touchpoints, brands can foster long-term relationships with consumers, tailor marketing strategies based on real-time data, and unlock new avenues for engagement beyond the point of sale. This report not only validates the potential of NFC technology in marketing but also sets a new standard for how brands can connect with their audience in the digital age.
