Report • 11.11.2015
Otto experiments with NFC
Sticker as a "Product Wizard"
With an NFC-button which is stuck on any given product, customers are able to access product information and manuals for previously purchased products in a few seconds. Any accessory parts can also be ordered directly via smartphone. The square sticker is slightly larger than a two-euro coin and works with NFC technology.
With the new technology, Otto wants to offer its customers a more direct service experience. If they have questions about equipment and accessories or problems with the product, they no longer have to go through a lengthy research on the manufacturer’s website or in the online store because all relevant information is brought directly to their smartphone.
For those who deal with innovation in online retail, this principle might seem familiar. That’s no wonder because some time ago Amazon has introduced a similar project with the “Dash Button”. It may seem similar, but it is not identical. While Otto’s NFC stickers provide the customer with additional information such as manuals and explanatory videos, the "Dash Button" is used for easy re-ordering of consumables. It can be fixed to the washing machine and by a single push of a button the customer can order the right product - for example detergent – directly from Amazon.
OTTO is currently testing the technology in a pilot project, in which the "Product Wizard " will be sent to owners and buyers of selected coffee machines. After completing several months of testing OTTO will decide on the further development of this technology.
Author: Daniel Stöter, iXtenso.com