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From Home Furnishing Business

RetailLive from Wright Gets Technology Boost

Wright Global Graphics is expanding the product offerings of RetaiLive with a version that uses Near Field Communications (NFC) technology.

Introduced at the Las Vegas Furniture Market, RetaiLive is a collection of interactive sales tools that blend point-of-purchase (POP) materials with virtual content such as videos and animation, engaging customers with real time marketing, sales and product information. The new mobile marketing trilogy consists of RetaiLive with NFC technology, RetaiLive Image Recognition, and RetaiLive QR Code technology - all of which engage consumers in an easy and informative way. 

RetaiLive with NFC technology is designed for smartphones equipped with a NFC reader. Currently, this technology is limited to Android devices, but talk is that Apple will add NFC technology to its products before the end of the year.

To interact with a branded presentation, consumers place their phones on or very near marketing materials containing a NFC chip embedded into a label, top of bed, or POP materials.

The designers at Wright Global Graphics work with manufacturers and retailers to program the NFC chips with existing or new content and embed them into brand labels and POP.

After downloading the free RetaiLive Image Recognition technology app, consumers can seamlessly view a company's chosen interactive content - such as videos, product demonstrations and mattress features, promotional sales-directly on their smartphone, by hovering the device over key images on POP materials. The RetaiLive QR Code, formally known as SnapLabel, helps companies reach consumers on-the-go by integrating printed materials with mobile-friendly online content - such as marketing and product information - that is sent to a consumer's smartphone. 

"We've been very aggressive in providing our customers forward-thinking ways of presenting their brand messages, and as the technology changes, we want to change with it," said Don Wright , chairman and senior vice president of business development. "Mobile marketing is rapidly becoming one of the best sales tools in retail-in fact, 39 percent of instances where a consumer walks out of a store without buying were influenced by information they read on their smartphones while shopping. Reaction to RetaiLive has been overwhelmingly positive and by offering three different applications we are broadening the ways to create a dynamic, interactive and informative shopping experience." 

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