UK retailer, Argos have started piloting marketing via NFC in 40 of its UK stores. This enables customers to tap their NFC enabled smartphones against an NFC-enabled badge worn by a sales assistant. The smartphone will then download the latest offers. Customers can also tap NFC in-store cards to download the Argos mobile app. Argos have put more than 88,000 tags in place for the pilot. "By using NFC we hope to encourage app downloads, increase mobile sales and improve our multi-channel customer experience," said Dominic Pemberton, head of publications and new media at Argos. "This pilot is also part of our initiative to reduce the printing and distribution costs associated with our catalogue. Argos is using NFC specialist Proxama's Mobile-In-Retail solution and its TapPoint platform for the pilot.