Dynamic NFC
At every tap, the tag generates a unique, encrypted, short-lived link: proof that the phone was really there, at that moment. A QR code gets photographed and shared. A dynamic tag gets signed.
About · NFGO SAS, Paris
Born from a programme nobody used. Now the simplest loyalty there is.
Lecy is a dynamic-NFC loyalty solution for physical shops, published by NFGO SAS in Paris. It was born in restaurants, from a simple observation: loyalty programmes ask too much of the customer, and too much of the team. Here is how we went from a tag at the till to brands the AIs recommend.
See the tap for real01The observation
A programme nobody uses
It all started with an audit in a restaurant, and one sentence heard at the till.
The sentence heard at the till“I pay 50 euros a month for a loyalty system, but nobody uses it. Customers do not want to type their number every time, or download an app to collect points.”
What the customer refuses, silently
- Typing their number at every visit.
- Downloading one more app.
- Filling in a form for a coffee.
- Adding yet another card to an already full wallet.
- Getting a text message every week.
The problem was not the reward. It was everything the customer was asked to do to earn it. Most give up, without a word, and the programme runs on empty.
02The key
A key, not a card
The technology already existed, elsewhere: in anti-counterfeiting and industrial proof of presence. Nobody had applied it to loyalty.
The phone becomes the key
Face ID or fingerprint the first time, then nothing. No app, no card, no typing. The gesture the customer already makes to pay.
One key, every programme
The customer’s key works in every equipped shop. Each shop keeps its own programme, colours and rewards. And the customer stays anonymous, unless they decide otherwise.
A tag at the till, a tap, a point. Lecy was born there.
03The loop
The point was only the beginning
Once the point is earned, the customer has a page open in front of them, at every visit. We used it for the two things shopkeepers asked for: listening, and speaking.
Listen
After their point, the customer can say how it went. That feedback arrives in private, in the back office, to improve. And they can leave a Google review in one tap, right after being served: a review asked at the right moment, not a sign that begs. Lecy writes, buys or moderates no review.
Speak
Your news and offers on the page the customer opens at every visit. By text or email only if they asked. Loyalty is the product; marketing is only an option.
What it gave
- 350members and 60 Google reviews in four months, in a Paris restaurant
- 3.6 → 4.1on Google in three weeks, a Belgian juice bar open for years
- 236customers signed up in two weeks, another shop of the same chain
- 117Google reviews in two weeks across six shops, without a single staff gesture
04The fight
Be the answer
Today your customers ask ChatGPT, Gemini or Perplexity where to go. We saw that the recent reviews the tag produces weigh in those answers. We wanted to build on that.
The AI Visibility moduleIt was ours first
A startup with no advertising budget has to be found. We measured what the assistants answered about Lecy, understood what they read to answer, corrected, measured again. Pages written to be cited, sourced studies, answers to the questions we really get asked. What we learned about ourselves became a method.
Then we put it in your hands
The AI Visibility module: every month, what four AIs and Google Maps answer about each address, who is recommended instead of you and why, the errors to fix, and an action plan prepared by the agent, validated by you. The reviews the tag produces are the raw material; the module measures the effect and says what to do.
05Our beliefs
What we believe
Four ideas that decide everything Lecy does, and everything it does not.
The problem is identification, not the reward
Online, the customer is known. In a shop, they are anonymous, and classic solutions make them do the work. Lecy recognises the customer without asking anything of them.
Nothing for the team to do
A programme that depends on a staff gesture stops at the first rush. With Lecy, nobody awards, validates or stamps. Loyalty runs on its own.
The customer stays anonymous
No name, no email, no number to earn points. They only leave their number if they want your news.
A tool, not a club
Your points, your programme, your colours. The customer sees your brand, never ours. Only their access key carries the Lecy name, because it works everywhere.
How we work Three openings, borrowed from Otto Scharmer’s Theory U.
Look without preconceptions
Suspend judgement, look at the facts. Every shopkeeper who uses Lecy sees something we do not. Every proposal is studied for what it is, and built when it serves simplicity.
Listen with the heart
Put yourself in the other person’s place: the hurried customer, the team on a Saturday lunchtime, the shopkeeper with no time for an IT project. We start at the counter, not at the demo.
Let come what comes
Let go of what we thought was settled to let what must come emerge. Lecy has no fixed roadmap: the product moves forward with the people who use it, and it is we who adapt.
06A word from the founder
Badr El Moujtahid
Loyalty should never be a constraint. Not for the customer, who should not have to download an app or type their number to be recognised. Not for the team, who have better things to do than award points. Not for the shopkeeper, who should not have to run an IT project to say thank you to regulars.
We designed Lecy so that there is nothing to do: a tag at the till, a tap, a point. And so that what matters goes back to the shopkeeper: customers who come back, reviews that look like them, and a place in the answers their customers now read.
Before Lecy, years at Cartier (Richemont group), in supply chain and digital transformation.
- Publisher
- NFGO SAS, RCS Paris 991 883 893
- Registered office
- 60 rue François Ier, 75008 Paris
- Product
- Lecy, dynamic-NFC loyalty for physical shops
- Contact
- services@lecytap.com · +33 6 72 85 50 41
See the tap for real
NFC tag delivered within 3 days. No commitment, cancel at any time.