Electric Guitar subsidiary 3radical deploys NFC technology

The AIM-traded firm said the innovative use of NFC was showcased at the Grand Designs Live event in Birmingham, where visitors to the DIY Home Decor stand were able to use their smartphones to tap NFC-enabled placards, allowing them to instantly access digital brochures, book consultations, connect on social media, and receive exclusive discounts.

It said the integration of NFC technology bridged online and offline interactions, capturing real-time intent data and providing deeper customer insights.

The deployment built on 3radical’s previous work with Jewson, where similar strategies were used to engage offline audiences and generate valuable first-party data.

“We are excited to see 3radical's continued innovation in bringing real-world experiences into the digital realm,” said Electric Guitar chief executive officer John Regan.

“This first use of NFC technology at Grand Designs Live demonstrates the effectiveness of our strategy to combine online and offline data collection methods, ensuring businesses gain real-time, actionable insights to drive better customer engagement.

“With virtual reality increasingly blending the digital and physical worlds, it is becoming important for marketers to create experiences which combine physical and digital events.”

Reporting by Josh White for Sharecast.com.