Automations & Lead Nurturing in Action: How an In-Store Giveaway Signup Turns Into a Full Funnel

Most CPG brands understand the value of a good in-store promotion. A giveaway, a demo, or a QR code shelf talker can spark interest but what happens after the shopper walks away?

Too often, that interest fades. The interaction ends. And the brand loses its chance to build a relationship.

But with the right automation and lead nurturing strategy in place, a simple in-store moment can turn into a powerful, multi-touch marketing funnel.

The Giveaway Example

Let’s say you’re running a regional launch and include a shelf talker near your product with a QR code that says:

“Win a Month’s Supply: Scan to Enter”

When the shopper scans and enters their email or phone number, they’ve just become a warm lead. Now you have a valuable opportunity to follow up and guide them through a journey designed to increase brand awareness, encourage trial, and build loyalty.

Here’s What a Full Funnel Can Look Like

Step 1: Immediate Confirmation

• They get an SMS or email that thanks them for entering and reinforces your brand story

• You include a “Where to Buy” link to nearby stores or your website
  

Step 2: Educational Content (Day 2–3)

• Send a quick email with product benefits, a short video, or a customer testimonial

• Position your product as a trusted, everyday choice
  

Step 3: Limited-Time Offer (Day 5–7)

• Deliver a follow-up with a coupon or digital discount

• Example: “Didn’t win the giveaway? Here’s 15% off to try us anyway”
  
  

Step 4: Social Proof and Community (Week 2)

• Send content highlighting others who’ve tried and loved the product
  

• Invite them to follow you on Instagram or join a private SMS list for future offers
  
  

Step 5: Long-Term Nurture

• Add them to your ongoing newsletter, SMS list, or retargeting audience

• These are now potential brand advocates and DTC or retail repeat shoppers
  
  

Why This Works

This approach isn’t just about automation for efficiency it’s about automation with purpose. By layering in intentional touchpoints, you stay top-of-mind and move leads from curious to committed without relying on guesswork.

Best of all, it’s measurable. You can track opens, clicks, redemptions, and repeat purchases, and continue optimizing the funnel based on real behavior.

What You Need to Set It Up

• A landing page connected to a CRM

• QR code shelf talkers or demo materials

• SMS and email automation sequences (3–5 messages is enough to start)

• UTM or pixel tracking to follow traffic and conversions
  

Marketing doesn’t stop at the shelf. In fact, that’s where it begins. With a few smart tools and a clear strategy, your in-store activations can fuel a full-funnel campaign that converts first-time scanners into long-term fans.

If your current promotions aren’t building your audience or generating follow-up opportunities, it may be time to rethink how you’re connecting your offline efforts to your digital engine.