Cloud-based NFC merges product traceability and direct marketing: Page 2 of 3

April 25, 2014 // By Julien Happich
RFID has been around for some time in logistics and implemented as a basic-antitheft device de-activated at the cashier. The readers used to be proprietary and the chips would not provide any useful information outside an identification number to be matched with the retailer’s own logistics database.

By scanning a product using the NFC reader of their smartphone, consumers can also access product info such as the time and place of production, they can register for extra services related to the product. The brand’s imagination is the only limit.

A few luxury brands such as wineries Le Pin and Buccella and exclusive leather goods manufacturer Delage (a former classic automobile maker) are already endorsing Selinko’s NFC-authentication solutions.

The company has great traction in the wine and spirits market, told us Selinko’s CEO Patrick Eischen. Estimations from the International Center for Alcohol Policies show that 30% of consumed alcohol is illicit, and China now being the first country in red wine consumption before France and Italy, wineries are actively looking at protecting their brands against counterfeiting (fake bottles, fake labels, re-filling).

For garments and leather goods, the chips and antenna can be sewn into visible labels or within internal seams. But for spirits and perfumes, how do you authenticate the content when you can only tag the bottle?

“We have developed special NFC labels and antennas for bottle necks that will authenticate the product as long as it has not been opened” explained Eischen.

“When you remove the shrink band or wraparound seal to open the bottle, you shear the antenna and disconnect the chip, which in effect disqualifies the good. If it can’t be read and matched in our database, then it’s fake” Eischen added.