French children’s clothing retailer Tape à l’Oeil adopts NFC membership program
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From April this year, French children’s clothing retailer Tape à l?? Oeil began to provide customers with a membership card with adhesive RFID stickers (which can be applied to mobile phones) as a transitional application of NFC RFID mobile phones. With this membership card, customers can receive discount information at 130 stores under Tape à l??Oeil. The membership card program is provided by Adelya and uses Inside Contactless’s RFID chip and reader.
“Tape à l?? Oeil’s main goal is to establish new, more interactive, free, and influential customer relationships,” the retailer spokesperson said. The company wants more than just a membership card system that is traditionally placed in customers’ wallets.
The vast majority of industry observers predict that it will take a few years for NFC mobile phones to become popular in Europe. Carloman Grelu, an EMEA sales engineer at Inside Contactless, predicts that the NFC mobile phone market will begin to grow strongly in 2012. Although this system is not yet capable of NFC sticker payment, this function can be implemented in the future. However, he said that the retailer currently has no specific plans.
The sticker manufactured by FCI contains a PicoPass NFC passive 13.56 MHz RFID chip, and its 2 kilobyte memory contains a unique ID code. Customers can apply for a TAO Le Club card online or at Tape à l?? Oeil stores, and pay a membership fee of US$ 4.39 per year. The membership card includes a peelable sticker with an RFID tag. The packaging box of the membership card is printed with relevant information, indicating what types of discounts the card can provide (such as accumulating points based on the amount consumed in the store) and card usage.
The user then logs into the TAO Le Club department of the retailer’s website, enters the ID code of the label printed on the surface of the card, as well as the user’s name, home address and other personal data, which are stored on the Adelya server running the Loyalty Operator Platform software.
When a customer is shopping in the Tape à l??Oeil store, he waved a card or sticker at the Inside Contactless Accesso USB desktop non-contact RFID reader, matching the purchase amount with his TAO Le Club ID code. Then the customer calculates the points based on the purchase amount. The points are stored in the Loyalty Operator Platform and can be used for discount information for future purchases. In order to redeem points and discounts received when shopping later, shoppers simply wave the stickers at the cashier counter.
Currently, Grelu claims that Tape à l?? Oeil sells TAO Le Club cards to 300,000 customers, making this project the largest NFC membership project in France.
“Innovation is the main benefit of this system,” a spokesperson for Tape à l?? Oeil said, referring to the use of mobile phones as membership cards to earn points. When NFC mobile phones become popular, handing over the project to mobile phones will be a natural step.
In 2010, Tape à l?? Oeil focused on using member points to develop additional discounts, rewards and services.
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