You may have heard, NFC purchasing is coming to your next generation of mobile very soon! Google and others are trialling the use of multiple credit and loyalty card services being linked to NFC enabled mobiles. Google are already playing openly in this space:

“Google Wallet will support both Citi MasterCard and a Google Prepaid Card, which you’ll be able to fund with almost any payment card. From the outset, you’ll be able to tap your phone to pay wherever MasterCardPayPass is accepted. Google Wallet will also sync your Google Offers, which you’ll be able to redeem via NFC at participating SingleTap™ merchants, or by showing the barcode as you check out. Many merchants are working to integrate their offers and loyalty programs with Google Wallet.” (Source: Google Blog)

Less well advertised, and the game changer will be the iPhone 5, if it includes NFC then you can bet every merchant system in the world will be scrabbling to get involved. This hasn’t been confirmed but Forbes are one of many sources tipping it to be true!

The reason this is so tantalising is that finally we will be able to close the loop with TTL campaigns, and this in turn will probably be the development that truly launches the AU retail sector into the digital space. We won’t have to rely antiquated point of sale systems or disparate CRMs to measure the success of a campaign, and we’ll be able to push offers that can be acted on automatically.