I'm curious how you'd lower the friction in the process... meaning, what's the best way to get a consumer to opt-in to receiving an email (per example #1) with this tech. Do you have an app that serves as an explicit opt-in a la ShopKick?
NFC is great precisely because of it's opt-in user experience. in other words, people need to make an effort to get their tags read due to the 1-2in range. this makes for more accurate tracking yet preserves a user-in-control notion different from shopkick. we have an app that let's you checkin to an event that can easily be made to create an email subscription.