Retail × 2way × Autumn 2025 Pilot

The Retail chain is an international clothing retail chain operating hundreds of brick-and-mortar locations across multiple countries. As one of the leading fashion retailers in the region, it serves millions of customers both in-store and online. The Retail chain ran a pilot of 2WAY solutions across 15 brick-and-mortar stores. As part of the implementation, NFC and QR stickers were deployed, strategically placed in fitting rooms and at checkout counters. The goal was to grow the brand's own contact database and maintain customer relationships beyond a single store visit.

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Knowing how many people walked into a store is one thing. Being able to reach them again is another matter entirely.

Stores have long been searching for effective ways to strengthen customer relationships - through loyalty apps, discount cards, and checkout forms. Experience shows that the best results come from solutions that are as fast and intuitive as possible - ones where the customer receives a tangible benefit within a matter of seconds.

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One tap of the phone

The Retail team deployed 2way NFC and QR stickers across their retail locations. Customers didn't need to download any app. All it took was holding a phone up to the sticker or scanning the code, and a short sign-up form appeared on the screen. After entering their phone number, the customer received a one-time 6-digit SMS code, confirmed it, and within 30 seconds had a ready-to-use, personalised discount code. At that same moment, the Retail team gained a new, verified contact in their database.

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Strategic placements

The stickers were placed in locations where customers most often hesitate before making a purchase decision. 

In the fitting room, the customer was left alone with their decision - trying things on, checking themselves in the mirror, calculating the price. The discount sticker effectively nudged them towards completing the purchase. 

At the checkout, the customer was placing their items on the counter and immediately saw the sticker. Holding up the phone, entering a number, and receiving the SMS code took just a moment - the discount could be used before paying, within the same transaction. The checkout counters proved to be the key touchpoint: 80% of all sign-ups happened there, and 90% of registered customers used their discount code.

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Discount codes + SMS

Signing up in-store was just the beginning of a broader process. The 2WAY system tracked every subsequent step - whether the customer used the code, added it to their online basket, and whether they completed the purchase. If not, it automatically sent an SMS reminder. 

Through this mechanism, the Retail team reached a completely new group of customers. 52% of people who signed up via the sticker had never previously shopped in the Retail online store - they visited only physical locations. Because they left their phone number, it became possible to reach them again: with information about a new collection, a reminder about an unused discount, or an offer tailored to their preferences. 

SMS messages have very high open rates of around 97%, and the average user reads them within 3 minutes of receiving them. The recipient's phone number is entered into the sign-up form almost instinctively. SMS reaches the recipient regardless of whether they have internet access at that moment, and the notification is always visible on the phone screen. It is also a very personal communication channel.

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What the pilot revealed

One month of the pilot allowed the Retail team to expand their own database by thousands of verified contacts. As many as 82% of these were people the company had no prior contact with. The basket value of customers acquired through the NFC and QR stickers was 20% higher than before the implementation - both online and in physical stores.

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