Smart NFC Tags to Enable Brands to Engage with Shoppers using their Smartphones

Thin Film Electronics has formed a partnership with Charming Trim & Packaging Inc, a leading provider of trim and packaging solutions to the garment industry. Through the collaboration, Thinfilm’s NFC SpeedTap and OpenSense technologies will be incorporated in Charming’s apparel hang tags, empowering brands to engage directly with shoppers and customers through the simple tap of a smartphone. Full integration with Thinfilm’s CNECT Brand Analytics SaaS platform enables streamlined tag configuration, campaign creation and management, and analytics reporting.

Given its dynamic nature and need to combine personalized marketing with a more responsive supply chain, the apparel industry is uniquely suited to benefit from physical-digital solutions combining easy-to-use NFC technology with the flexibility of cloud-based digital marketing. In recent years, item-level retail technology has focused on back-office functions like inventory management and loss prevention. Now, NFC allows digital native shoppers to launch mobile experiences with a simple tap of their smartphone. Cloud-based marketing can update messaging in real time to bridge the gap between the speed of social networks and the sometimes long lead times inherent in fashion design, production, and freight.

In the case of Thinfilm and Charming, the partners are collaborating to deliver NFC consumer engagement to the apparel industry and bring brands closer to both shoppers and their loyal customers. The physical hang tag becomes a digital portal, allowing brands to instantly communicate relevant content, including sustainability and traceability information, current fashion tips, cross-sell/up-sell offers, and “endless aisle” functionality.

Thinfilm SpeedTap technology is integrated into a product’s hangtag, label, or packaging and can be read with the tap of an NFC-enabled smartphone. Once a consumer taps the NFC tag with a compatible smartphone, the phone connects to Thinfilm’s CNECT cloud platform to launch a highly relevant mobile consumer experience, including contextually relevant product and brand information, promotions, authentication messaging, and other brand-directed content.

Founded in 1990, Charming is a leader in apparel identification manufacturing and supplies a variety of high-quality garment accessories such as hang tags, woven labels, stickers, heat transfers, packaging and Elevated RFID products. The company has production plants in mainland China, Bangladesh, and Vietnam and offices in India, Pakistan, Europe, San Francisco, Los Angeles, Portland and New York.