473 leads from 521 sessions in 2 days for Segmüller

For Mother's Day, Segmüller wanted to activate customer traffic across several branches and at the same time build its newsletter database for the following season's communication. Classic discount promotions draw footfall but rarely generate qualified leads. UpReach delivered the concept: photo stations set up in the furniture stores where customers could create personalised Mother's Day gifts (photo strips, photos with Mother's Day greetings) — combined with a GDPR-compliant newsletter opt-in. Result: 521 sessions, 473 verified leads (90% conversion) across the extended Mother's Day weekend.

More than 200 B2B brands from across Europe trust UpReach — from agencies to enterprise corporations.

The initial situation

Furniture retail is a drive-to-store business. Online research increasingly drives the decision, but the purchase decision is mostly made in the store. For Mother's Day, Segmüller wanted to create an extra incentive that actively brings families into the branches — and at the same time builds a lead pool for the following season campaigns.

The usual mechanic — Mother's Day discounts or prize-draw boxes — draws footfall but generates little qualified data. Someone who tears off a discount coupon rarely leaves newsletter data. Someone who drops a slip into a prize-draw box hands over their data indiscriminately for a vague hope of winning.

Segmüller was looking for a format with real emotional value for Mother's Day: something customers actually take away and use — as a gift for their mother or as a personal memento. And a format that offers a clean mechanism for GDPR-compliant newsletter acquisition without feeling intrusive.

The UpReach solution

UpReach set up photo stations in several Segmüller branches across Germany. The hardware was configured in Segmüller branding and with Mother's Day-specific visuals — matching the campaign communication in the shop windows and the print advertising.

The software UI guided customers through a clear flow: photo capture, selection of a Mother's Day motif (photo strip, card format, photo with greeting text), personalisation with Mother's Day greetings. AI background removal ran in real time, GDPR-compliant with consent before capture. The personalised output was printed directly at the terminal and handed over as a take-away — ready to give to a mother or keep as a personal memento.

Before the print was released, the GDPR-compliant opt-in mask followed: newsletter sign-up for Segmüller with proof of consent and a timestamp. The high-quality output and the immediate take-away value drove the high willingness to share data — the 90 percent conversion rate is the result of this clean mechanic. More on the hardware: /produkte/classic.

Setup & Logistics

Lead time 4 weeks: 1 week to design and produce the Mother's Day motifs (photo-strip layouts, greeting-text templates, card formats), 1 week for the UI configuration in the Segmüller CI with Mother's Day-specific visuals, 1 week for GDPR approval and newsletter-pipeline integration into the Segmüller marketing system, 1 week for the logistics coordination of the several branches and the print-material preparation.

Delivery and build at the participating branches by UpReach technicians. Briefing for branch staff: start-up at the beginning of the day, print-material refilling, end-of-day shutdown, handling exceptional situations.

Over the Mother's Day weekend: remote monitoring via the cloud dashboard. Sessions, newsletter conversion, print-material level and system status per branch were available in real time. The data pipeline handed newsletter sign-ups to the Segmüller marketing system in real time.

Results by the numbers

473

verified newsletter leads

521

photo sessions

days of activation

The 90 percent conversion rate from session to newsletter lead is exceptionally high for a retail activation. The mechanism: the personalised Mother's Day gift is the immediate return for the consent — customers hand over their data not for a vague hope of winning, but for a concrete take-away with emotional value.

521 sessions in 2 days across several branches show the activation strength of the format: the photo station worked as an extra footfall anchor that brought customers into the branches specifically for the Mother's Day weekend. In some cases, families planned their branch visit deliberately around the promotion.

473 verified newsletter leads are a direct pool for the following season campaigns — GDPR-compliant with proof of consent and a timestamp. Marketing automation for the coming furniture seasons started with no manual data cleaning.

Key takeaways from this setup

Season-specific personalisation beats a generic discount activation: a Mother's Day gift that customers can genuinely give away has an emotional value that a 10 percent discount coupon cannot reach. The effect on newsletter conversion is measurable: 90% in the Segmüller setup versus typical single-digit figures for standard coupon promotions.

Drive-to-store works with real take-aways: when customers come into the branch for a personalised take-away they can only create there, the drive-to-store incentive is immediate — unlike purely digital activations that can be done from home.

Multi-branch setups need central monitoring: an activation across several branches at once is hard to steer operationally without a cloud dashboard. Print material, sessions and conversion rate per branch have to be visible in real time so the marketing lead can step in where needed — for example to top up print material or to scale successful setups to further branches for the next season.