88% of in-store sign-ups were shoppers the CRM had never seen
What it produced
sign-ups per store per month, across 15 stores
of contacts collected were new to the CRM entirely
had never purchased online before
higher basket among customers who signed up
The situation
Reserved operates a large store network alongside a mature e-commerce business, with heavy footfall through every location. The online customer was well understood. The store customer was not in the CRM at all, which meant a substantial share of revenue could not be segmented, contacted or attributed.
What was deployed
A test across 15 stores over six weeks. NFC stickers with a printed QR code, placed in two spots: inside every fitting room and at the checkout counter. A customer holding a garment could sign up while waiting, or scan at the till while paying. Each sticker carried its own identifier and UTM, so every sign-up recorded the store, the placement and the moment.
The result
About 600 sign-ups per store per month. 88% of the contacts collected were new to the CRM, and 54% had never bought online. 92% used the discount code, and customers who signed up spent more per basket than those who did not.
The loop at the till
Scan, enter a phone number, confirm the double opt-in code, and a message arrives with a 15% discount, valid immediately. About 20 seconds in all. The code came as a barcode the customer showed to the cashier, who scanned it and applied the discount on the spot. It needs nothing from the staff except one sentence.
That immediacy is the reason the volumes hold. A discount you can use on the purchase you are already making converts far better than a promise of a future offer.
How others did it
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We will send the full version with the method, the placement plan and the numbers in context, and we will tell you plainly which parts of it will not transfer to your market.
