Background: A national paint manufacturer, known for its decorative and industrial coatings, faced stagnant growth in its retail segment due to increased competition and a lack of direct customer engagement. The company traditionally relied on dealer networks and had limited visibility into end-user behavior.

To strengthen brand loyalty and drive repeat purchases, the marketing team explored direct-to-consumer promotional strategies using variable data and QR code technology integrated into product packaging.

 Objective

• Increase repeat purchase rates and customer retention.
• Create a trackable promotion system to analyze consumer behavior.
• Encourage product registration and feedback from end-users.

 Implementation: The solution involved printing unique QR codes on board side of  promotional wads.

Each code:

• Was generated dynamically using a secure variable data system.
• Linked to a mobile-optimized landing page prompting users to scan and enter their details.
• Offered customized rewards like cashback, discounts on future purchases, free accessories (e.g., paint brushes, shade cards), or participation in lucky draws.

The campaign was launched across five major regions and applied to the company’s mid- and premium-range interior wall paints.

Results

• The QR codes bridged the gap between the company and the end consumer, allowing direct interaction and data capture.
• Customers appreciated the instant gratification and transparency, increasing brand trust.
• The marketing team used data from scans (region, time, and purchase patterns) to optimize inventory planning and regional campaigns.

 Key Takeaways

• Variable QR code printing enables high-impact, traceable promotions without altering packaging design or logistics.
• Variable QR code wads inside lids provided a tamper-proof, exclusive experience, only accessible after purchase.
• The system created a data-rich customer engagement channel, transforming how the paint brand interacted with its users.

Future Strategy

Encouraged by the success, the company is now:

• Introducing tier-based rewards based on purchase history.
• Using QR codes to deliver how-to videos and color matching tools to improve post-sale experience.
• Integrating this system with their retailer CRM to reward paint shop owners who push successful redemptions.