chrispeng
After the success of the Pepsi-Cola NFC pilot project, logistics company Rehrig Pacific launched another product promotion project at the Mall of America in Minnesota. During this period, participants can use smart phone NFC to obtain information about Pepsi’s promotions and discounts from shopping malls, the All-Star Game in the US Major League Baseball, and other places.
This pilot project launched in the first quarter of 2014 is to determine whether consumers will use PepsiCo coupons and promotions via mobile phones. At the same time, Rehrig Pacific also intends to understand the promotion effect of this project. Rehrig Pacific found that this pilot has driven 1%-2% of sales. The company said that this result is driving the company’s second promotion project.
These two projects also herald Rehrig Pacific’s official entry into mobile promotion. Kaley Parkinson, the company’s national sales manager, said: “Our goal is to become one of the best brands in the world. NFC technology allows companies and consumers to have more communication, which also makes the goal more likely to be achieved.”
The pilot is to test Rehrig Pacific’s latest mobile payment solution, which is composed of NFC tags and QR code technology affixed to Pepsi plastic trays. At the same time, Rehrig Pacific also printed a $5 coupon on college hockey tickets.
Parkinson said that Rehrig Pacific often uses technology to achieve better management of the supply chain. He said: “Through the combination of traditional product nuclear technology, the impact of distance on us becomes smaller. This also allows us to increase sales while reducing costs.”
In the past 18 months, the company has been committed to research, development and testing of mobile solutions, allowing product manufacturers and retailers to directly provide promotional content to in-store customers. Pepsi agreed to the test of this program, and they provided 200,000 plastic trays with built-in NFC and QR code tags.
Rehrig Pacific is the only supplier of plastic pallets for Pepsi bottled products. In the United States, Pepsi-Cola has a total of 4 million such plastic trays, each of which can hold 8 2-liter Pepsi products. Parkinson said that because the supply chain is relatively closed, the Pepsi Burnsville Pepsi bottling plant was selected as the pilot plant.
In addition, Rehrig Pacific will regularly upgrade the upgraded version of the plastic pallet. These plastic trays have a QR code affixed to the front and passive NFC/RFIDThe label with the text “click here” guides consumers. In the first quarter of this year, all stores in Minnesota used these pallets.
When approaching the Pepsi shelf in the supermarket, consumers can connect to the website created by Rehrig Pacific via the QR code or NFC tag on the plastic tray to obtain product information and a $5 coupon. According to statistics, about 40% of people use NFC technology to connect.
In addition, if consumers agree to allow Rehrig Pacific’s software to track the location of the phone, the software will automatically collect the location information of the phone, which can better manage these preferential information.
As part of the promotion, Pepsi also invites every consumer to leave an e-mail address to receive follow-up event information. Parkinson said that the first round of promotion has ended in the first quarter of 2014, but NFC plastic pallets are still in use.
Promotional data shows that the use of NFC trays has increased the sales of PepsiCo products by 1%-2%. At the same time, 48% of consumers who connected to NFC information continued to learn more about Pepsi through the media.
Parkinson commented: “We thinkNFCTechnology will be popularized in the retail industry. This pilot is a major attempt for us. After the launch of the Mall of America project, we will also launch more promotion projects. ”
(Exclusive manuscript of rfid world network, please indicate the source author for reprinting!)
