A marketplace, an e-commerce site or a network's click&collect all have the same problem at launch: they open to an empty room. So money goes into advertising to buy an audience that already exists, for free, in the network's points of sale. Every customer who passes the till is a qualified visitor nobody ever contacts again.
The physical → digital loop
With Lecy, the visit to the till becomes the entry point of a complete loop:
- In the shop: the customer taps the tag, earns their point, joins the programme. If they choose to receive offers, they become an opt-in contact.
- The SMS: when their reward unlocks (or during a campaign) they receive a promo code by SMS, with a direct link to the marketplace.
- Online: they use their code, discover the catalogue, buy. And the code sometimes circulates among their friends and family: that is propagation, not leakage.
Why SMS, and not email?
Because it gets read. SMS keeps open rates that email lost long ago, especially with a 100 % opt-in base: customers who explicitly chose to receive offers at the moment they earned their point. A smaller base than a bought list, but incomparably more responsive.
Who it is for
Networks launching or growing an online activity: a group marketplace, a brand e-shop, a booking platform. But the mechanism works for a single shop too: the SMS promo code brings the customer back to the shop for the next visit, promotes a new product, or fills the quiet hours. The principle stays the same: the tag captures the customer in the physical world, the SMS brings them back wherever you want.