FITCH ‘Must See’: ToneTag

Tim Greenhalgh, Chief Creative Officer at FITCH, has developed FITCH Must See with a large team across the world to celebrate the best in brand innovation.

This month he has selected ToneTag in India, a Fintech company that is using not only contactless, but sound waves to allow customers to pay even when they are offline:

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Time, as a retail designer, meant spending endless hours designing cash desks — the core of the scheme, and a supposed meeting point for staff and customers.

In today’s world, cash desks are increasingly viewed as a barrier as we move to a more shoulder-to-shoulder relationship. No surprise, but technology has moved on and our FITCH Must See’s are revealing a number of new approaches to the payment process which help to ensure that payments are seamless and easy as part of the wider shopping experience.

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The possibilities for this new technology are boundless, as it is multi-platform and not dependent on hardware. We are interested in exploring where this technology could ultimately go and, moreover, how this could further enhance the customer experience.

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Whilst we all strive for a frictionless world where our shopping journey is free from distraction or complexity, we believe that this technology could redefine our concept of impulse in the physical world.

Meanwhile, if anyone wants to buy a cash desk, I’m sure there will be lots for sale in the near future…maybe you could use a sound wave to purchase it!

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