In January 2019, Mammut became the first outdoor sports brand to use NFC with an experience-based concept behind the technology. With that concept and Smartrac's latest NFC technology, the Swiss company is providing a “Mammut world full of inspiration” to its customers and gaining higher supply chain transparency.
With the presentation of its first NFC-enabled products during NRF 2019: Retail’s Big Show in New York, Mammut achieved a milestone on its way to becoming a digital leader in the outdoor sector.
Preparations started less than a year ago, when the outdoor brand first contacted Smartrac. In its quest for a comprehensive retail transformation from point of sale to point of experience, the Swiss company evaluated NFC technology to solve a problem that is common to most if not all brands selling physical products: a lack of visibility of the product and the customer journey - something that is traditionally lost once products get delivered to sales channels.
NFC to create a digital connection between the product and customer
Mammut strongly believes that NFC is the ideal technology to create a digital connection between a product and its digital product identity and a customer identity, collect product-specific customer feedback, and to offer value-added services and after-sales offerings for a unique customer experience.
To achieve all that, NFC tags are the building blocks on which these solutions are based. The Swiss brand has also launched a dedicated smartphone app, Mammut Connect, which – when a smartphone is tapped on a product’s NFC touch point – delivers digital content and services to customers throughout the product’s lifetime, as well as supporting retail channels with in-depth product information to enhance the sales process. The app connects the offline with the online world and combines hardware with software in a unique product.
Yet, product digitization starts with the appropriate RFID tag: all digitized Mammut products come with embedded Smartrac Circus™ Flex NFC tags. Equipped with the NXP NTAG 213 IC, these tags have been specifically designed to resist harsh environments, and have passed a very strong acid test as an integral part of their value proposition and a requirement to fully support a long product lifetime.