THE CHALLENGE:

  • A global lifestyle retail brand wanted to increase ROI from previous retail marketing campaigns and increase lift for its top loyalty members across its brands.
  • The company ran a New Year’s campaign in 2017 that targeted top loyalty members via email, website and paid media but wanted to improve engagement.

THE SOLUTION: Geotracking combined with personalized direct mail

  • T/O and the team created was an A6 red envelope with a logo gold foiled on the back flap. The inner card was a simple card folded to 4.5″x 6.25″ with an image of a celebrity ambassador and a simple message spelled out in gold foil. The inside had a personalized message that thanked loyalty members and revealed their loyalty reward amount.
  • Instead of simply using traditional demographic searches like gender, income and annual revenue, T/O leveraged data analytics to help the marketing team create a different subset of leads using proximity based geo-mapping to target customers near retail stores.

THE RESULTS:

Year-over-year, the team has seen a 53% increase in revenue and 626% lift in ROI. The team gained an additional $700k in revenue simply by looking at their data differently and changing the segmentation. As of the beginning of February, the retailer has seen $4 million in net revenue for the 2018 campaign as compared to $1 million in net revenue for the 2017 campaign.

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

Geotracking
Personalized Direct Mail
Data Analytics

Impact

>53% increase in revenue, 626% lift in ROI
>Dramatic increase in revenue as a result of campaign
>Increase in engagement from loyalty members

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