In a bid to attract more buyers, New York-based publishing house Atria Books has recently announced the release of a new marketing tool – the Smart Book.
Potential buyers browsing in a bookshop can use an NFC-enabled (Near Field Communication) smartphone to tap the Radio-Frequency Identification (RFID) chip tagged on to the Smart Book to access its digital content. NFC technology is set to become a key part of the mobile shopping experience in 2012.
According to Judith Curr, Atria’s executive vice-president and publisher: "The Smart Book allows the physical book to become interactive for both the book buyer and the book browser. The reader can tap into rich interactive content on their phone. The goal is to engage the consumer and start a permission-based two-way relationship that may lead to the sale of this book, or further sales in this category of interest."
The first ever Smart Book – The Impulse Economy: Understanding Mobile Shoppers and What Makes Them Buy, by Gary Schwartz – was released in November.