Mondelez NFC shelf tags
This summer, confectionery brand Mondelez (formerly part of Kraft Foods), was one of the core partners to trial RFID tags in select Safeways supermarkets in San Francisco. Shelftalks, in-store cardboard signs drawing attention to certain products, were embedded with NFC-enabled tags. These allowed customers to download product-related recipes when tapping the readers with their NFC-enabled smartphone. Recipes could then be shared via social networks and visitors could also download the brand’s i-Food Assistant app in one click. More than a third of people who initially approached the RFID readers went on to interact further with the technology. Mondelez worked with thinaire, a New Yorkbased NFC specialist, and News America Marketing (NAM) who focus on in-store advertising, to develop the initiative.