Legitimate’s Connected Marketing Data Report
Most analytics stop at the point of sale. Our data begins there.
This report is built on tens of thousands of post-purchase interactions—every one of them triggered by a tap on a physical product. No cookies. No tracking pixels. Just people engaging with real-world objects and unlocking something worth their time.
Across hundreds of tagged items—from merch and footwear to artist drops and live events—we've collected a behavioral dataset that reveals not just who scanned, but how often they came back, where they were, and what they did next.
Why It Matters
- Most data stops at purchase. We extend it into ownership and re-engagement.
- Every scan = zero-party data -opted-in, verified, tied to real usage. No cookies. No rented audiences. Just direct, actionable insight.
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How to Read This Data
Product (SKU): A unique item embedded with an NFC tag—whether a hoodie, bottle, wristband, or sneaker.
Scan: Every time someone taps a tagged product, a scan is recorded. Multiple taps = multiple scans.
Re-scan Rate: Average scans per unique user. Indicates post-purchase engagement and loyalty.
Unique Users: Total distinct people who scanned a product.
Claim: A user verifies ownership, unlocking personalized content and tying the item to their identity or wallet.
Verification: A confirmed, authenticated scan—proving the item is real and Legitimate-enabled.
Opt-In: Users who submit email or SMS during the experience. Higher when content or value is meaningful.
Key Behavioral Trends
1. Event Launches Trigger Real-Time Spikes
Across adidas, Gillian, Sango and more, scan volumes surged 3x–5x on launch or event days.
- Example: Gillian’s merch hit 713 scans in a single day—70% of its weekly total.
2. Re-Scan Behavior Is the Norm
The average re-scan rate is 1.67x, showing that consumers come back—an outlier for physical products.
3. Multi-Product Fans = Your Next CRM Strategy
The most engaged users scanned 6+ unique products, often across verticals. These omni-channel superfans are ideal for loyalty tiers, early access drops, or surprise-and-delight campaigns.
4. Engagement Persists for Weeks
Over 40% of scans happened after Week 1. Legitimate’s tags extend lifecycle marketing far beyond the moment of purchase.
5. Time-of-Day Patterns
Scan behavior peaks between 12–3 PM and 7–9 PM local time—ideal moments to trigger new content or follow-ups.
6. Location = Intent (Geo-Marketing Goldmine)
We’ve been seen in over 65 amount of countries. Every scan is real. In-person. Product-level. No guesswork. Top cities for scans:
Los Angeles
Tokyo
Paris
Toronto
Berlin
New York City
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Industry Snapshots: What We’re Seeing by Vertical
Music & Merch
- K-Pop Collaboration: 16000+ scans, 61% claim rate, 42% opt-in rate, 275+ hours Total time spent by customers engaging with digital content
- Music Fans in 65+ Countries: Legitimate-enabled merch reached fans in Tokyo, Lagos, Toronto, and beyond
Fashion & Footwear
- Puma/Roc Nation Collab: 2,174 scans with a 2.68x re-scan rate
- PF Flyers Drop: Opt-in rates as high as 38%
- Fashion Week Tags: 3.2K+ live scans during the runway
Events & Pop-Ups
- Adidas: 2,144 scans, 2.21x re-scan rate—top performer across the board
- Gillian Merch Activation: 1,000+ scans with long-tail engagement
- Timberland x Hypefest: Each tag scanned 10+ times during the event window
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Why Legitimate Is a Marketing Secret Weapon
Every scan captured here is a signal a moment when someone chose to engage, return, claim, or share. NFC-enabled products create long-term value: they reveal intent, activate loyalty, and turn physical goods into measurable, ongoing relationships.
With Legitimate, brands can:
- Run precision ads based on scan hotspots
- Trigger automated emails/SMS based on scan behavior
- Host localized events where fans are
- Launch gated merch or loyalty rewards post-scan
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