Nestle has rolled out a contactless communications campaign to strengthen the launch of a new oats product at Woolworths supermarkets.

Shoppers at Woolworths can use a smartphone in the supermarket’s aisle to receive recipes that can be made using Nestle’s newest product.

The collaboration between mobile technology company, Tapit, TorchMedia, and Nestle has seen NFC tags and QR codes deployed in 480 Woolworths supermarkets to promote Nestle’s Oats and Strawberry product.

To receive recipe ideas from Woolworths’ Fresh Magazine, shoppers are required to tap an activated Nestle aisle fin with a smartphone.

“In a world first deployment for Nestle, consumers can connect in aisle as they are making a purchase decision, providing valuable information for shoppers whilst driving more sales,” said Ben Wagner, commercial director at Tapit.

“Tapit exists to help global brands communicate with smartphone users in the simplest possible way,” he said.

More than 50 major organisations have deployed Tapit contactless technology to engage with people across Outdoor Media and within retail, including Google, Coca-Cola, Nike, Johnson & Johnson, Samsung, Sony, Microsoft, Xbox, Virgin Mobile, Visa, and Vodafone.

“A big challenge for brands is influencing the sale in the last three feet. Tapit can not only do this through delivering rich mobile experiences, but also analyse how people are interacting with the brand.”

Dean Carberry, Nestle head of sales, CPW, said the company shelf conversion is a challenge for the oats category.

“We decided to amplify our Oats and Fresh strawberry campaign in Woolworths with a Tapit NFC enabled aisle fin. The aisle fin will connect shoppers directly with Oat and Strawberry recipes, developed in partnership with Woolworths Fresh Magazine, to help drive consumption occasions,” said Carberry.

“We are always looking for new and innovative ways to drive engagement with shoppers.”