McDonald's personalized coupons built on NFC technology are worth our reference.

Absrtact: In Japan, NFC mobile phone penetration is very high, reached 40%, and the resulting O2O projects are endless. McDonald's relies on NFC technology to build personalized coupons is worth our reference. Before 2007, the Japanese McDonald's coupons were also

In Japan, the popularity of NFC handsets is very high, reaching 40%, and the resulting O2O projects are endless. McDonald's relies on NFC technology to build personalized coupons is worth our reference.

Before 2007, McDonald's coupons in Japan also used the same paper or electronic coupons as China's current coupons. McDonald's launched a personalized coupon service tailored to everyone following the 07 joint venture between McDonald's and Japan's largest mobile operator, NTT DoCoMo, and the introduction of NFC-based mobile payment services.

To achieve this O2O service McDonald's prepared for many years, first McDonald's in 06 began to enjoy the coupon service to register and issue exclusive coupons for members, asking them to fill in the relevant information to obtain preliminary user information. McDonald's then equipped NFC mobile payment terminals for its more than 3,000 stores in Japan in 08, and has deployed a CRM system to capture further information from users. This information includes the user's consumption frequency, the time of consumption, the amount of each consumption, the type of food purchased, the stores frequented and so on. Finally, McDonald's spent tens of billions of yen to build a set of information analysis and mining system, to dig all the data, and ultimately to provide members with their personalized coupons.

At present, McDonald's personalized coupons have the following functions:

1, for those who often buy coffee on the weekends, users will be free to push the coffee exclusive coupons in the morning.

2, for a long time did not go to McDonald's consumers to push his regular purchase of product coupons.

3, for the regular purchase of a package of users, push the red bean pie, twist and twist fries and other snacks coupons.

4, after the introduction of new products, for those who often patronize McDonald's but have not tried new products to push the discount coupons.

Looking back at McDonald's to create personalized coupons, we can see that the establishment of CRM is the core of the project, large data mining analysis is the key to the project, and NFC technology for the establishment of large data has laid a foundation. When McDonald's has done this, the perfect O2O model comes naturally.