Adidas is harnessing the ‘internet of things’ by putting sensors in a range of its products, so it can track and send offers to customers even after their purchase. During a panel at SXSW, Jon Werner an innovation specialist at adidas, said that the brand is working on stitching near filed communications (NFC) into it’s […]
Adidas is harnessing the ‘internet of things’ by putting sensors in a range of its products, so it can track and send offers to customers even after their purchase.
During a panel at SXSW, Jon Werner an innovation specialist at adidas, said that the brand is working on stitching near filed communications (NFC) into it’s products.
The new technology will track sneakers, apparel and sports equipment to collect data and if the customer opts in they will have access to over a billion touchpoints.
The system uses NFC specialist Thinaire‘s platform and is now live in stores in New York and California.
The NFC jewels are branded, decorative tags which are threaded onto the shoe’s lace.
On-shelf placards in stores inform customers that they can tap the jewel with their NFC phone for further information and store assistants are also being equipped with NFC phones which they can use to register a customer’s purchase.
The user can then enable their smartphone to receive personalised messages based on their interactions.
Customers can also read reviews from the top running magazines, as well as live social networking feeds from a combination of platforms including Facebook, Twitter and Instagram when tapping the jewel.
Potential products examples would include a football shirt that could give team stats and inform the owner of others wearing the same shirt nearby.
But first, the technology will be introduced through a limited run of Stan Smiths and Superstars.
Shoppers will be able to use the NFC component before even making a purchase.
For example, tapping a Superstar button next to a pair of trainers in-store would give consumers additional information about the sneaker that could help with your decision and confirm its authenticity.
“Where we want to go with this is that imagine the product and its advertising campaign are tied to a concert. What if instead of having to queue up like everyone else you could walk straight through to the red carpet line because you’ve got the right shoes on? It’s cool things like that where we add additional value to the consumers purchase,” said Warner.
