An article in Bloombergbusinessweek (July 16,2012) describes programmable tags using NFC (Near Field Communications) technology on physical objects. These tags can be read by NFC readers or smartphones with the read capability. Uses include tags on spice jars that can be read by smartphones to provide recipes, and bracelets with email addresses that can be read by NFC readers to send recipes as emails. Can use of such tags enable supply chains to extend to customer’s consumption points ? Will tags enable customers to interact with physical objects and the internet at stores and thus stimulate store level choice decisions and hence demand ? Will the ability of cell phones to substitute for expensive RFID (radio frequency identification) readers from the past hasten use of tag technology ?