There is so much potential in digital interaction points and NFC.

"Google is testing out a new Australian pilot campaign which lets users download media and Android apps from airport billboards. The new signs at domestic airports in Sydney, Melbourne, and Brisbane were created for Google by agency Ooh Media and are part of a growing trend by airports to use NFC technology. According to travel agency industry, anything that reduces lines at check-in and in-airport retailers is a good thing, so why not check in via NFC or buy on-flight entertainment via NFC?"

I think that this is a good idea for a single product, but it could have broader applications for the store itself.

Imagine having a connected supermarket app with recipes & grocery list (similar to Epicurious). It could then be paired with your cart to show you sales on your items and show you where they are in the store. It could also give you recipe suggestions based on what you have in your cart.

"In Brazil, most people only use Hellmann’s mayonnaise for sandwiches. To create more awareness of what people can make with mayonnaise, the food brand installed touchscreen tablet computers on the grocery carts at the largest supermarket chain in São Paulo.

The tablet computers detect radio frequency identification or RFID tags on the grocery products inside the carts and suggest recipes that use mayonnaise. Shoppers can also interact with the tablet and use it to find the ingredients needed for a recipe."