The company introduces an interactive platform to enhance communication with consumers via their smartphones.

Near-field communications (NFC) company Thin Film Electronics made public that GlaxoSmithKline is moving ahead with new technologies to reach consumers at the point of purchase and will be commercially deploying Thinfilm’s SpeedTapTM tags to create interactive “smart” shelves for its anti-allergy OTC medication, Flonase.

To be introduced into retail settings in Canada, Thinfilm said the shelf technology enhances communication with consumers when it’s needed most, when a consumer is considering a purchase. Through the tap of an NFC-enabled smartphone, said the company, consumers can obtain product information via Thinfilm’s proprietary SpeedTap™ tags incorporated into Flonase shelving.

“At GSK, we focus on helping people do more, feel better, and live longer. And we do that, in large part, by delivering highly effective products to the market,” said Sriman Banerjee a Director for R&D Respiratory Packaging at GSK. “But we also realize that connecting directly with consumers to provide unique and meaningful experiences is critical in today’s market. We believe an innovative mobile technology like Thinfilm’s can play a critical role in strengthening customer relationships, building brand loyalty, and driving revenue for the Flonase® brand.”

GSK will also be deploying Thinfilm’s CNECTTM software, which the company says, “helps dynamically manage” consumers’ experience with Flonase. The application allows GSK and similar system users to view real-time consumer tapping activity, manage tags remotely, deliver custom messaging and content, and develop insights into consumer behavior through integrated analytics.

According to Davor Sutija, CEO of Thinfilm, “We are delighted to work with GSK – a global leader, an innovator, and a company that is changing the face of healthcare. Bringing Thinfilm’s NFC solutions to a valued product like Flonase® is a milestone in the industry, and we look forward to helping GSK drive the brand’s value by connecting directly with consumers at the time of purchase decision-making.”