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UK shopping centre runs multi-retailer NFC marketing pilot

A shopping centre in Solihull, UK is piloting a service that lets shoppers access discounts and promotions from multiple retailers by tapping their phone against NFC-enabled posters displayed in the windows of participating stores.
Merchants participating in The Touchwood Centre’s pilot include The Fragrance Shop, Rituals, Hotel Chocolat, Bella Italia, Coast to Coast and Slug and Lettuce.
When a shopper reads one of the vinyl posters with an NFC phone, they are directed to a mobile-optimised landing page that provides details of an offer available from that merchant that can be redeemed in-store. The process of redeeming the offers will be managed by each individual retailer, Touchwood says.
“At Touchwood, we recognise the importance of continually enhancing our guest experience to provide both added value to our loyal customer base and offer exciting reasons for new shoppers to visit the centre,” says Lucy Burnett, the mall’s marketing manager.
“Our NFC campaign not only enables us to provide a unique shopping experience for our guests utilising the technology already in their pocket, but it also highlights the breadth of brands we have in centre. We’re confident that the initiative will prove very popular and look forward to developing the campaign further going forward.”
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