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Tokyo Gap Stores Launch NFC-Enabled Marketing Campaign

June 12, 2012: 04:24 AM EST
Two Gap stores in Tokyo launched "Like with a high-five," an NFC-based marketing campaign for the Summer T Coordinates collection. Based on a technology used by printing company Toppan in a test campaign for Revlon, customers can use an NFC bracelet to "like" the outfit worn by a Gap sales staff member. Japan, which, according to Wireless Watch, has more than 70 million near-field communication-enabled devices, is one of the leading countries in terms of NFC adoption in retail, advertising, and payment systems. Proponents promoted the technology by emphasizing the convenience offered by NFC payment systems. With consumers already comfortable using NFC payment systems, companies are testing NFC as a tool for communicating with customers.
Michael Keferl , "Near-Field Communication Is Shifting Marketing in Japan", Advertising Age, June 12, 2012, © Crain Communications
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