Woolworths, a prominent Australian retailer, is reportedly planning to open Near Field Communication (NFC)-enabled stores in South Africa. This will help the retailer to expand its digital purchasing capabilities by providing customers with a seamless omnichannel buying experience in its stores and online platform.
For those unaware, NFC technology allows for wireless transmission between a user's phone and a chip reader, improving as well as streamlining the purchasing experience for customers.
Shoppers at Woolworths will be able to explore, try on, and order items by tapping their phones on NFC tags at different spots throughout the store. The trial will begin with its Beauty segment, bringing the already famous Virtual Try-On function to stores via the Woolworths website.
Customers have been unable to test items in stores during the COVID-19 lockdowns. With Woolworths’ innovative approach, customers can now easily test their selected products digitally and buy them in stores or on their smartphones by simply using an NFC tag.
Moreover, customers can also access the complete variety of items online by tapping on NFC tags at stores that do not stock the full range of beauty products, thereby creating a digital endless aisle.
Woolworths’ Head of Online and Mobile, Liz Hillock, stated that the company has been able to grow significantly in the recent past on account of technological advancements in the retail business.
Earlier in June, Woolworths debuted its new concept standalone liquor shop and its beauty virtual try-on as well as a virtual beauty consulting service, demonstrating its ability to adapt to the “new normal” and produce a growing library of unique goods.
Hillock added that NFC tagging, Reviews & Ratings, and AI-driven Product Recommendations will enable the firm to strengthen its relationships with consumers and provide them with a more customized shopping experience, whether in-store or online.
NFC tagging is presently being tested at Table Bay Mall beauty stores and V&A Waterfront along with WCellar stores in Sandton and Nicolway.
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