Close
 

TapMe's reverse showrooming tech launches in New Zealand

  • News
  • November 17, 2015
  • Erin McKenzie
TapMe's reverse showrooming tech launches in New Zealand

As smartphone technology is increasing, growing evidence suggests retailers need to become mobile friendly to engage customers.

According to a recent Deloitte study, the influence of mobile on in-store sales has increased by more than 45 per cent over the past year. The research shows that people using mobile devices are more likely to purchase, and that the value of a transaction can also increase.

TapMe, a brand developed and owned in partnership with shopper activation agency Energi, will work with businesses to take advantage of this by engaging customers via their smartphones.

Customers will be able to tap or scan TapMe tags in stores for instant information about a product or deals without the need to access an app or a website - in other words, reverse showrooming.

The tags work using near field communication (NFC) chips, which is the same technology used with mobile wallets Semble and Apple Pay.

The information broadcast can be changed in real time by retailers, allowing them to test out differs offers with customers and hone in on what works well.

“As smartphones continue to lead in terms of mobile device penetration in New Zealand, businesses are looking for ways to engage existing customers and extend their reach without having to encourage the download of an app or push people to a website,” says Energi CEO Ben Hickey.



"I believe kiwis will also be quick to embrace the TapMe. If you think about how many apps you have on your smartphone, how many do you actually use? And when you get handed a card with a link to a website, do you actually ever visit that site or does the card just hang out in the bottom of your bag before it eventually makes its way to the bin?"

The technology is controlled by the consumer who ‘pulls’ the information they want rather than the business or retailers pushing information, some of which may be unwanted, not relevant or simply ignored.

Nick Harrow, managing director of TapMe and technology campaign manager at Energi, says it won’t take consumers long to get used to the benefits of a tap.

“It may be that they visit their local coffee shop and can tap for instant access to special deals, promotions and loyalty schemes. Or it may be that a ‘tap’ takes you directly to information about a product you are purchasing.”

He says it's a quick route to big data, which in turn means better customer insights for companies.

The technology is currently being piloted with several companies and will be rolled out further in 2016. Like Semble, TapMe is also keen to launch into loyalty offers later down the track.  

TapMe isn’t the only one adjusting to consumers' growing reliance on smartphone technology.

Earlier this year, Facebook announced revamped its business page capabilities to beome more mobile friendly. This followed Google research into New Zealand shoppers that found over a third of smartphone users use their smartphone to find product information just as much as they would a computer.

In a post about the update, Facebook said, “the new features for pages reflect our belief that no matter if you’re a plumbing company, a flower shop, a non-profit or a brand, your page should house the information people are looking for, help you communicate with your customers and support your unique goals”.

Other retail technology innovations:

  • Virtual changing rooms are allowing shoppers to try on clothes without actually putting them on.
  • 24/7 store fronts are turning window shoppers into buyers, allowing them to shop online at any time.
  • The Semble mobile wallet lets shoppers pay for items through their android phone, eliminating the need for physical credit or debit cards.

​ ​

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

 
News

Ambiente: A window on the world

Global forces like Brexit and climate change are affecting trade worldwide. Sarah Dunn consults the Ambiente trade fair in Germany for evidence of how this ...

 
 

Sephora beauty bus to tour New Zealand ahead of store launch

  • News
  • June 24, 2019
  • Emily Bell
Sephora beauty bus to tour New Zealand ahead of store launch

If you hadn’t already heard, global beauty giant Sephora is coming to Auckland this July. Founded in France by Dominique Mandonnaud in 1970 and owned by luxury goods group LVMH Moët Hennessy Louis Vuitto, Sephora has since become a leading beauty pioneer, community and trailblazer in the industry, to say the least.

Read more
 
 

Pottery Barn hits the New Zealand market through Ballantynes

  • News
  • June 21, 2019
  • Sarah Dunn
Pottery Barn hits the New Zealand market through Ballantynes

Heritage Canterbury department store Ballantynes is introducing the US brands Pottery Barn, Pottery Barn Kids and West Elm to the Kiwi market through a New Zealand exclusive partnership with Williams-Sonoma.

Read more
 

Social scoreboard

Zavy and The Register have worked together to create a scoreboard that compares how the top 25 traditional media advertising spenders in New Zealand have performed on social media over the past 30 days, updated in real time.

 
topics
Regional rollercoaster
What does retail look like in 2019 for ...
Concept to closet
Business coverage of New Zealand Fashion Week.
Town centres
A positive retail environment over the past 12 ...
Amazon Arrival
Keeping up with all things Amazon as it ...
The Retail Yearbook 2017
As we battle our way through the busiest ...
Hospitality enhancing retail
Some think food and integrated hospitality offerings will ...
The future is bright
We spoke with four retailers in their twenties ...
Spotlight on signage
At first glance, the humble in-store sign might ...
Red Awards 2016
The Red Awards for retail interior design celebrate ...
Auckland Unitary Plan
Auckland is changing. The Unitary Plan will decide ...
How to open a store
Sarah Dunn considers what it would take to ...
All things to all people
Kiwi retailers share their omnichannel strategies.
Rising stars
Retail's top young achievers.
Delivering on your promises
The sale isn't over until your item is ...
Retail in heartland New Zealand
Retailers keep the regions pumping, but how strong ...
Sisterhood
Women in retail help one another. We spoke ...
The changing face of retail
Shifting demographics are creating big changes in New ...
The retail yearbook
With the help of experts in the retail ...
Retail rogues
We put the spotlight on staff training. Jai ...
Here come the giants
Topshop has arrived in Auckland’s CBD, David Jones ...
From retail to e-tail
Ecommerce has become part of the way mainstream ...
Window shopping: A spotlight on social media
Sarah Dunn and Elly Strang look at how ...
Loyalty in the digital age
How are retailers maintaining loyalty? Sarah Dunn, Elly ...
The Innovators | In partnership with Spark Business
Technology is rapidly changing the retail industry as ...
 

Global recognition for instore innovation

  • Design
  • June 20, 2019
  • Courtney Devereux
Global recognition for instore innovation

The Global Innovation Awards (GIA) program was created by the IHA and International Home + Housewares Show to foster innovation and excellence in home and housewares retailing throughout the world. This year saw 30 national winners from 29 countries. The competition is structured on a two-tier level, evaluating national and global retailers across the following metrics: Overall mission statement, vision and strategy, store design and layout, visual merchandising, displays and window displays, marketing, advertising and promotions, customer service and staff training, innovation.

Read more
 
 
News

Trends analysed at Chicago's International Home + Housewares Show

Each new year for retailers is another question mark in guessing what to present to consumers. Luckily in the world of retail, trade shows can ...

 
News

Shoptalk 2019: The city of lights delivers

Juanita Neville-Te Rito shares a sprinkle of retail magic from Las Vegas retail conference Shoptalk.

 
Next page
Results for
Topics
Jobs
About us.

The Register provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise
The Register

editor@theregister.co.nz

Content marketing/advertising? Email anita.hayhoe@icg.co.nz or call 022 639 3004

View Media Kit

}