Using Near-Field Communication for customer engagement has always been the center of attraction. Brands are always looking for new ways to improve customer engagement and reward their loyal customers. Often, these attempts include reward programs and loyalty points to encourage their customers. It is suitable for both the customers and the brands. Kraft Heinz has also conducted a similar campaign into 2019 where they used NFC for their reward program.
About “Find The Kraft Golden Singles” Reward Game
Kraft Heinz launched a campaign in 2019 where they utilized NFC to reward their customers on their purchases. In this program, Kraft Heinz products carry Instant Redeemable Coupon labels at Walmart stores. They were built upon NXP’s latest NTAG213 TagTamper solution that provides secure authentication for the products. NTAG213 TagTamper solution is a unique and affordable way to ensure that food and medicines packages are delivered without any harm or tamper.
Kraft Heinz was innovative with its implementation of these tags. For their customers, they can tap on the package before opening them. This first tap would enable users with their product recipes on the user’s smartphones themselves. However, once it is open, users would be able to tap again and get another experience. Users can play “Find The Kraft Golden Singles” upon the second tap. This interactive reward game is a scratch-to-win game upon which lucky users may earn a $50 gift card for Walmart stores.
To expand on the rewards, users can easily scratch on the card to get a winning tile or get a try again page. However, there is a certain reward in the form of the recipes, which update from time to time as per the location and trends. These programs will improvise the recipe suggestions as per the time of the day. The user gets rewarded either way, and it boosts product engagement and value towards the product as a result.
Cloud Connectivity And Authenticity
Kraft Heinz ran the entire program in partnership with TPG’s TAP Technology cloud platform. TPG managed the whole interactive mobile responsive web application. Their TAP cloud interface works seamlessly with NXP’s NTAG Secure Service, allowing authentication and validity of any tag scan and monitoring package opening status. Such validation helps the brand to ensure that the program is not misused. This entirety allows uniform use of the reward program and keeps it under regulations.
In Conclusion, It’s A Win-Win!
Obviously, consumers always expect to experience their product in a new manner or to connect on a deeper level. As such, a better consumer experience should always be a vision for any brand. Customer engagement & satisfaction is always the fundamental building block behind retaining customers. Kraft Heinz made an example of how an affordable implementation such as NFC can create a whole new customer experience level. Results of such a campaign will also inspire other brands to carry forward these initiatives. Soon enough, customers will benefit from this new dynamic into many other products and services globally.