Argos Catalogue Takes Another Bashing As Stores Launch NFC

Argos has launched Bluetooth-style technology to encourage shoppers to use their smartphones in store and cut down on catalogues.

The near field communication (NFC) system, which works by allowing users to access information via their phones using 'tap' points, will be used in 40 stores which the firm says will allow staff to better engage with shoppers.

Shoppers with NFC-enabled devices will be introduced to deals via their phones and to download the Argos app by tapping in-store cards.

The NFC technology has been introduced by Proxama and is the latest part of Argos' plan to become a digital leader. The launch utilises 88,000 'tap' points which Argos says is the biggest of its kind in the UK.

Dominic Pemberton, head of publications and new media at Argos, said: 'By using NFC we hope to encourage app downloads, increase mobile sales and improve our multi-channel customer experience. This pilot is also part of our initiative to reduce the printing and distribution costs associated with our catalogue.'

NFC differs from Bluetooth technology in that it requires devices to be within a few centimetres to access data rather than more 30 feet with Bluetooth.