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What is smart merchandising?
It is traditional merchandising with something extra. The product remains practical — a keyring, notebook or card, for example — but it also acts as a gateway to digital content or incorporates a function it did not have before.
The idea itself is not new. QR codes and augmented reality apps have been used in the industry for years. The problem was that they did not always work particularly well. Users had to download an app, codes could be difficult to scan or landing pages took too long to load. Today, technology is no longer such a barrier, which is why these types of products finally make sense.
How do corporate gifts with NFC work?
NFC (Near Field Communication) is the same technology you use when paying with your smartphone. In merchandising, it works in a similar way: the product contains a small chip and, when a phone is brought close to it, the content you have configured opens automatically.
It has three clear advantages:
There is nothing to install. Most modern smartphones can read NFC directly.
It is faster than a QR code. There is no need to open the camera or focus on a code; simply bring the phone close to the product.
The content can be changed. If the chip points to a URL you control, you can update its destination whenever you want. The same keyring can be used for a trade show in March and a Christmas campaign later in the year.
Some examples include pens that open your digital business card, keyrings that take users to a promotion or cards that provide access to an event schedule. You can explore them all in our NFC promotional gifts category.
Beyond NFC: when what you need isn't in the catalogue
Sometimes, the smart product you need simply isn't available in a catalogue.
Not long ago, one of our clients needed a solution for an international conference. They wanted attendees from different countries to be able to understand each other without intermediaries. We sourced a pair of glasses capable of translating what the wearer hears in real time and supplied them for the event.
It is a good example of what smart merchandising can be: a branded product that also solves a genuine problem at an event.
Smart merchandising is also about choosing the right product
Technology isn't everything. The most advanced corporate gift is worthless if it ends up forgotten in a drawer. Choosing the right product is the other half of smart merchandising.
Depending on the type of event:
Trade shows and conferences: lightweight products that are easy to distribute. An NFC pen or card that takes visitors directly to your catalogue or contact form can work very well.
Conventions and corporate events: higher-value products such as backpacks or tech accessories. If they include NFC, they can provide access to the event schedule, speakers or presentations.
Welcome packs for new employees: they should be useful from day one. An NFC product linking to the welcome manual or internal tools can reduce paperwork and make useful information easier to access.
Christmas gifts for clients: quality and attention to detail matter most here. Technology adds value when it serves a purpose, not when it is simply there as a gimmick.
Depending on who receives it: a sales representative who travels several days a week does not need the same products as someone who works in an office. Likewise, a senior executive and the younger audience at a festival are unlikely to value the same things.
Think about that person's daily routine. If the gift is genuinely useful, they will use it — and your brand will continue to be present.
Mistakes to avoid
Linking to the homepage. If someone taps their phone against your product, take them somewhere specific: a contact page, an offer, a video or another relevant destination. Sending them to a generic homepage wastes the opportunity.
Not updating the content. One of the biggest advantages of NFC is that the destination can be changed. If you do not take advantage of this, you are missing a significant part of its value.
Not measuring results. Add UTM parameters to the chip's URL and you can track how many people have used it and what they did afterwards. This makes it one of the few promotional products whose digital impact can be measured.
Using technology as a gimmick. If NFC does not provide any real benefit to the user, a good product without a chip may be the better choice.
Frequently asked questions
What is an NFC corporate gift?
It is a promotional product with an integrated NFC chip. When a smartphone is brought close to it, it opens the configured content, such as a website, contact details, catalogue or form.
Do you need an app to use it?
No. Most modern smartphones can read NFC without installing an additional app.
Can the content be changed after the gifts have been distributed?
Yes, provided the chip points to a URL that you can redirect or manage.
Is smart merchandising sustainable?
That depends on the product rather than the technology itself. A useful, durable product that replaces printed catalogues, schedules or other materials can help reduce the amount of physical material required.
Looking for smart merchandising for your next event?
Tell us what type of event you are organising, who it is aimed at and what you want to achieve. We can recommend the right product and, if it isn't in our catalogue, we'll look for it.
Take a look at our smart merchandising category or contact us.
You may also be interested in: Is smart merchandising possible? on Marketing Directo (link pending publication).