NFC offers a great deal of opportunities for retail applications to communicate product information, authenticate products or even customize, upgrade and communicate with products embedded with NFC labels. Marketing, campaigns, promotions, discounts, customer loyalty or membership benefits are almost endless including coupons, fixed-time special offers, lotteries or feedback channels via items embedded with NFC chips. Customer service is also brought to a whole new level enabling sales persons to use their time more efficiently in the stores but at the same time enabling immediate sales person calls for customers whenever they need help.