Hotel Chocolat and Bella Italia amongst the first brands to take part in NFC trial at Touchwood Shopping Centre, Solihull

The NFC trial enables shoppers to gain exclusive offers and discounts

Solihull-based shopping centre Touchwood is offering tech-savvy shoppers the chance to enjoy exclusive discounts and promotions through a pilot scheme utilising Near Field Communications (NFC).

The campaign enables shoppers to use their smartphone to receive instant discounts from a host of brands across the centre.

To take advantage of the offers those visiting Touchwood throughout the month of May need to look out for vinyls displayed in the windows of participating retailers. By holding their smartphone next to the offer a unique tag embedded in the poster will instantly recognise the phone’s in-built NFC technology and direct the user to a mobile-optimised landing page detailing the offer, which can then be redeemed in store.

“At Touchwood, we recognise the importance of continually enhancing our guest experience to provide both added value to our loyal customer base and offer exciting reasons for new shoppers to visit the centre,” remarked Lucy Burnett, marketing manager at Touchwood.

“Our NFC campaign not only enables us to provide a unique shopping experience for our guests utilising the technology already in their pocket, but it also highlights the breadth of brands we have in centre. We’re confident that the initiative will prove very popular and look forward to developing the campaign further going forward.”

Retailers involved in the trial, with a view to rolling it out across the centre, include the Fragrance Shop, Rituals, Hotel Chocolat, Bella Italia, Coast to Coast and the Slug and Lettuce.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.