July 24, 2013
News America Marketing, the company behind the SmartSource family of marketing and promotional products and services in the U.S. and Canada, announced the launch of its NFC-enabled at-shelf program, according to a news release.
The program was developed in partnership with Thinaire and has made NFC available in the majority of News America Marketing's 52,000-store national retail network.
To create the SmartSource with NFC program, special RFID/NFC tags are embedded within a standard Shelftalk or Shelftalk Banner sign. These tags promptly deliver branded media content onto NFC-enabled smartphones or tablets whenever a shopper places their mobile device in close proximity to the in-store media, without the friction of an app or scanner, the announcement said.
"SmartSource with NFC is a tremendous new product that makes it possible for consumers to have interactive mobile experiences with brands as they're shopping," said Jesse Aversano, EVP of marketing for News America Marketing. "The power of NFC is that it converts print media into an engaging digital experience at the moment when consumers are making a purchase decision."
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