GlaxoSmithKline (GSK) has commercially deployed Thin Film Electronics’ SpeedTap tags to create interactive ‘smart’ shelves that will facilitate communication with consumers at the time of purchase.

GSK has started the initiative with the introduction of these interactive shelves for its Flonase brand in retail stores across Canada.

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Flonase is an intranasal corticosteroid spray indicated for the relief of nasal and eye-related allergy symptoms.

Incorporated with Thinfilm’s SpeedTap tags, the smart shelves will allow the consumer to receive information about the Flonase product in their NFC-enabled smartphone and guide them with their purchasing decision.

GSK R&D Respiratory Packaging director Sriman Banerjee said: “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.

“We also realise that connecting directly with consumers to provide unique and meaningful experiences is critical in today’s market.”

“But we also realise that connecting directly with consumers to provide unique and meaningful experiences is critical in today’s market.

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“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 is also using Thinfilm’s ‘CNECT’ software platform that will enable the company to dynamically manage the experience of Flonase consumers.

CNECT will also allow the company to manage tags remotely, provide custom messaging and content and view real-time consumer tapping activity.

Additionally, it will help GSK to develop consumer insights through its built-in analytics functionality.