Max Fashion Drives Double-Digit Growth With QR Code Campaigns

About Max Fashion

Max Fashion, a flagship brand under the Landmark Group, began its journey in 2004 with a single store in the UAE. Over the past two decades, the company has expanded its presence to nearly 650 stores across 19 countries, catering to mid-segment customers with a diverse range of fashionable products.

Committed to simplifying and enhancing the shopping experience, Max Fashion launched its online business in 2016 and then introduced its mobile app. The app has grown by 33% year-over-year and has become a crucial driver of customer engagement and revenue growth.

Challenge: One-size-fits-all QR codes

As Max Fashion’s digital presence grew, so did the need for more effective ways to engage customers and drive app adoption. The company recognized the potential of QR (quick response) codes to equip stores and employees with a powerful tool for driving offline-to-online engagement but faced limitations with its initial setup. Early on, the team could only generate a single QR code for all stores, making it impossible to track individual contributions. This lack of incentive left staff unmotivated and hindered the team’s ability to measure store performance.

Solution: Mobile-optimized QR codes

Max Fashion partnered with Branch to launch a dynamic QR code campaign designed to incentivize employees and grow customer engagement. Unlike the previous solution, Branch enabled the Max Fashion team to generate an infinite number of customized QR codes — one for each of its 15,000+ store employees. This meant the company could track key metrics like click-to-install rates, app opens, and revenue contribution per user to provide a comprehensive view of each employee’s impact. 

Introducing QR codes also unlocked more creative campaigns, like the “Spin the Wheel” activation. During busy seasons, the company saw significant foot traffic from families browsing but not buying. To turn those visits into sales, Max Fashion set up an in-store “wheel:” customers scanned a QR code to download the app, then play and win prizes like 10% off in-store purchases or free delivery on online orders. They could redeem their rewards right away or save them for their next visit

Branch played a crucial role by enabling the use of mobile-optimized QR codes on each wheel. Max Fashion could track key metrics through each code, including how many customers spun the wheel, and subsequent app downloads, opens, and purchases. This initiative provided valuable insights into customer behavior and supported Max Fashion’s goal of delivering a seamless omni-channel experience.

Results

Max Fashion’s new QR code approach had an immediate impact on: 

• • Employee motivation: With each store employee receiving a unique QR code, Max Fashion could now track and reward individual contributions. Employees were incentivized with monthly commissions based on the number of app installs generated through their QR codes, significantly boosting their engagement and effort.
  • Enhanced customer experience: Deep-linked QR codes ensured that customers who already installed the app were directed straight to the app from any campaign touchpoint, such as in-store posters or promotional materials, rather than being redirected to the mobile web. This seamless journey improved customer conversion rates and led to higher app engagement.
  • Cost savings: During the campaign period, QR codes drove 15% of total app installs and cut customer acquisition costs by 10%. 

Compared to the same period in the previous year, Max Fashion saw a 92% increase in app installs and an 85% growth in orders directly linked to QR code-driven installs. The brand’s success underscores the power of innovative, data-driven marketing strategies in the highly competitive fashion retail sector.

The power of partnership with Branch

Max Fashion’s collaboration with Branch has been instrumental in driving its mobile growth and achieving key business objectives. The ability to generate tailored QR codes and measure detailed metrics has improved campaigns effectiveness and provided critical insights into customer behavior. For Max Fashion, Branch has become more than just a technology provider — it is a strategic partner on their journey toward retail innovation and excellence.