The hotel’s Facebook page went from 4,000 fans to 70,000 in just three months. Not only was the move hugely successful in promoting the hotel and spreading the word, the hotel received reams of valuable customer information. The wristbands helped them collect customer demographics, what shows the guests saw, and even who they were with.
Many businesses and event promoters are taking note of the experiment in Ibiza. They are trying to figure out other ways to use RFID technology to create robust experiences for their end customers. Here are three new trends in RFID wristband and social media check-ins.
Transmedia is the concept of taking social media beyond the realm of text, photo, video, and music to become a platform for a fully integrated marketing-rich ‘experience’ for the end user. This allows businesses as far ranging as amusement parks and retail stores to gather information on their customers, and allows their customers to carry a dialogue about the business’s products and services.
A retail store installed RFID sensors when they launched a new line of jeans targeted to the ‘tween’ market. Customers could swipe their cellphone’s QR reader over the device so they could input comments about the jeans or their shopping experience, photos of them wearing the jeans, and even product ratings and then upload it to the social media site of their choice.
2. RFID As A Market Research Tool
Using RFID technology in this way, many businesses are gathering a wealth of customer information to determine how well or how poorly a product or service line is doing. In the Ibiza example, marketers were supplied information on what their customers were doing, who they were doing it with, and how they were enjoying it. The retail business was provided a means of collecting real-time information on their customers’ shopping experience.
What makes this combination of RFID with social media unique and effective is that users are able to comment and provide information about their experience in real-time, while it is happening. In the future, we will likely see marketers use this as another medium to reach customers with marketing pieces and promotions to drive in-store behavior.
3. Growing Popularity of RFID
In the next few years, we are bound to see an increase in the adoption of RFID technology among various industries and businesses, especially Business-to-Consumer companies. Many people and businesses are already including RF codes on their business cards and marketing materials so their customers can quickly scan and store information directly to their phone.