The video below is from Qt studios. There are several innovative uses of NFC demoed here, including logging position in a store, so you can get back to an item that you previously 'touched', plus rating products by touching your phone on a star chart. As Jay says:
Just tapping what could be a shop flyer brings up information. No manual scanning of bar codes necessary. This could be cool when shopping, bringing up prices, price comparisons, features list. Imagine if things at your grocery store had this, you could easily check the dietary stats of fats/sugars/salts etc and possibly compare it to other products to see which is the best option. That’s not demoed, but you could see the possibility of what you could do by being able to gather selective information very quickly, with just a tap.