The consumer of 2025 is no longer satisfied with just looking at a price. They want information, transparency, and immediacy. In front of a bag of fair-trade coffee, they ask themselves: where do these beans really come from? Does this artisanal cheese deserve its price? What are the reviews from other buyers?
The challenge for retailers becomes obvious: how to offer the richness of the Internet (customer reviews, detailed technical sheets, product origin) inside a physical store? How to compete with the digital experience of Amazon while preserving the advantages of local commerce?
The solution already exists, and it lies in a gesture as simple as a contactless payment: the NFC chip integrated into electronic labels. This magical bridge between the physical and the digital redefines what a label can accomplish.
What is NFC on an electronic label?
Let’s start by demystifying the technology. NFC (Near Field Communication) allows for interaction through simple contact or immediate proximity, exactly like when you pay with your bank card or your phone. Unlike a QR code, which forces you to open the camera, frame the image, and wait for it to load, NFC works instantly: you bring your phone close, and the information appears.
The major technical advantage? No application to download. NFC technology is native to almost all current smartphones, whether they run on Android or iOS. For the customer, it is invisible and natural. For the retailer, it is universal.
Cutting-edge solutions now integrate this chip directly beneath the e-ink screen of the electronic label, creating a perfectly harmonious device. The label maintains its sleek appearance while becoming a true gateway to a universe of information.
4 ways to reinvent the customer experience thanks to NFC
1. Total transparency (Augmented product sheet)
With a simple contact of their phone, the customer instantly accesses the complete list of ingredients, information on allergens, or the fascinating story of the local producer. Does this olive oil really come from a small family mill in Tuscany? NFC can display photos of the olive grove, introduce the master oil-maker, and even recount traditional harvesting techniques.
For consumers concerned about their health or the environment, this transparency becomes a decisive selling point. They no longer blindly trust marketing packaging; they verify.
2. Contextual marketing and promotions
Imagine a customer hesitating in front of a 35-dollar bottle of wine. The moment they scan the label with their phone, an exclusive offer appears: buy two bottles today and save 15%. The coupon is automatically added to their loyalty account, ready to be applied at the checkout.
This approach transforms indecision into a purchase while creating a sense of exclusivity. The customer feels as though they are benefiting from a privilege reserved for informed people—those who take the time to explore.
3. Decision-making aid (reviews and ratings)
In front of a premium product, whether it is a vintage wine, organic cosmetic, or an electronic device, doubt often sets in. By instantly displaying the ratings and reviews of other customers via NFC, you reassure the buyer at the critical moment of their decision.
This functionality reproduces one of the major advantages of online commerce in-store, while allowing the customer to leave immediately with their purchase rather than waiting for a delivery.
4. Recipes and complementary products
This is where NFC truly becomes intelligent. Imagine a customer standing in front of the artisanal Italian pasta aisle. They scan the tag and discover an authentic carbonara sauce recipe, along with a list of complementary ingredients: pancetta available at the deli counter (Aisle 2), 24-month aged Parmesan (Aisle 3), and free-range eggs (Aisle 7). The result? The average basket size increases naturally because you are fostering culinary inspiration rather than relying on aggressive sales tactics.
Why retailers love NFC (Business side)
Beyond improving the customer experience, NFC offers considerable strategic advantages for savvy retailers.
Data collection becomes surgical. You now know which products generate interest but do not sell. If a thousand people scan the label of an artisanal cheese but only fifty buy it, you have identified a problem: price too high, unattractive packaging, or simply a need for free samples to convince those who are hesitant.
Omnichannel becomes fluid and natural. A customer spots an interesting product but wants to order in bulk? The NFC instantly directs them to your e-commerce site with the product already added to the cart. Do they prefer home delivery rather than carrying heavy bags? A simple contact with the label launches the process.
Loyalty building is elegantly automated. Allow the instant addition of a product to a favorites list in your store’s application. The customer progressively builds their purchasing profile, and you collect precious data on their actual rather than supposed preferences.
Implementation: Is it complex for a grocer?
The beauty of the NFC system lies in its operational simplicity. The link associated with each chip is managed via the same software platform as the one used to modify prices. Changing the destination URL of a label literally takes the same amount of time as adjusting a price: a few clicks, and it’s done.
Are you launching a promotion on rosé wines for the summer? Modify the NFC links for the entire department in less than five minutes to direct toward a page of summer cocktail recipes. Are you receiving a new batch of local products? Quickly create dedicated pages introducing the producers and link them to the relevant labels.
On the sustainability side, NFC chips consume no additional energy. They remain passive until a phone activates them, thus preserving the legendary battery life of electronic labels, which can reach five to ten years.
In brief
NFC radically transforms the price tag. From a simple cost indicator, it becomes a silent and ultra-competent salesperson, available 24 hours a day, capable of answering all questions and adapting instantly to the needs of each customer.
In a world where consumers demand ever more information and transparency, this technology is no longer a futuristic luxury but a competitive necessity. Retailers who adopt it create an enriched shopping experience that rivals online commerce while capitalizing on the unique advantages of the physical store.
Do you want to test interactivity on the shelf? Contact JR Tech Solutions for a demonstration of our next-generation smart labels.
