“The campaign reached over 1 million individual consumers. In all, they were able to mail 99% unique versions, offering the most relevant products to each customer.”

THE CHALLENGE:

A nutrition retailer wanted to utilize their partner agency’s analytics to define customer segmentation models and product categories based on point-of-sale transaction data. Their goals were:

  • Providing their most loyal and best customers with a new, completely variable and relevant direct marketing experience
  • Offering value to their loyalty customers in a consistent communication vehicle
  • Driving incremental store visits and spend

THE SOLUTION:

Working together, we married their data analytics with the strength of our world class variable inkjet imaging technology. This powerful combination allowed the retailer to exceed all expectations. Our talented design specialists developed a unique booklet self-mailer format that included 2 removable PIRX® cards. The mailer
was printed and finished all inline using 100% variable 4-color inkjet imaging for maximum targeting. It featured:

    • Multiple data driven elements
    • 600+ products
    • 7 segmented thematic cover designs
    • 16 editorial spreads
    • 54 cross sell product category call outs
    • Product pricing by competitive regions

Our data analytics experts facilitated this highly targeted and innovative direct mail program. The campaign reached over 1 million individual consumers. In all, they were able to mail 99% unique versions, offering the most relevant products to each customer.

THE RESULTS:

The power of our digital inkjet imaging technology and variable data print expertise, along with the customer’s robust collection of transactional data, proved to be a winning combination. These highly targeted direct mail campaigns continue to succeed in driving long-term incremental response and sales lift in stores for this retailer. Each month new data-driven elements are added to further increase relevancy and response.

Our business is governed by multiple levels of sales prevention tactics (also referred to as MNDAs and NDAs) so we can’t share with you our client names or the exact tactics they have leveraged to achieve these results. What we can do is share with you all of the tools in our tool box and help you leverage the same so you may achieve the results you are looking for.

Highlights


Industry

Retail

Solution

Developed a unique booklet self-mailer format that included 2 removable loyalty cards
Utilized variable 4-color inkjet imaging
Mailed variable booklet to 1 million individual consumers (99% unique versions)

Impact

>Long-term incremental response and sales lift in stores for retailer
>New data-driven elements are added monthly to further increase relevancy and response

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