Direct Marketing Customer Stories Case Studies Direct Marketing Customer Stories

Retail Stores and Restaurants Case Studies in Direct Marketing

Retail The four P's of marketing (product, price, place and promotion) - have given way to the four R's: Relevance, Relationship, Responsiveness and Repetition Large retailers are turning toward “localization” Targeted communications are used to guide consumers to the retail outlets designed for their segment Retailers are increasingly breaking the 80/20 rule to sell less of more. Consumers will buy less of what's "popular" and more of what "suits me", with retailers who can identify micro-segments Through loyalty clubs and other mechanisms, retailers increasingly sending relevant, personalized offers to consumers For example, a cosmetic retailer can send personalized product recommendations based on skin type, coloring and fragrance preferences to consumers When information is unavailable, pURLs can be used to gather this information

Chick-fil-A Personalized Coupons Program objectives Present chicken a fast-food alternative to hamburgers Increase store traffic Build a customer database Target audience Existing customers Residents in greater Covington, Louisiana area Key messages Key message: “Coupons for your favorite meals.” Eat chicken rather than beef

Chick-fil-A Personalized Coupons Implementation The campaign included both online and print elements Personalized plastic postcard Two perforated coupons featuring campaign offers Instructed to log on to their PURL to activate their personalized offers. Personalization Postcards personal data included: Customer’s name Discount on favorite meals Personalized URL

Chick-fil-A Personalized Coupons Results The campaign stimulated interest and significantly built up the customer database Almost 8% of recipients responded to the direct mail piece Web site traffic increased by 280% 65% of visits resulted from sharing via social media 27% of visit resulted from interaction Over 6,000 respondents provided information to build up the database

Champps Americana Personalized Plastic Gift Cards Program objectives Improve response rate on direct mail campaigns Increase business from local sports fans Target audience Existing customers Sports diners in the greater Edison, NJ area Key messages Key message: “Enjoy our top fan favorites.” Celebrating 25 years of burgers, beer and sports

Champps Americana Personalized Plastic Gift Cards Implementation The campaign included: Personalized plastic gift card mailed to 7,000 recipients Customer names supplemented by Sports Dining Mailing List Perforation for punch out credit card effect Segmentation Target audience segmented by: Age (24-59) Household Income (+$60K) Physical proximity to restaurant

Champps Americana Personalized Plastic Gift Cards Results The campaign resulted in significantly higher redemption rates Response was 10 times greater that past campaigns On average of 13% of recipients used their gift cards A response rate of almost 20% was achieved in some areas

Farmers Department Store Full Color Personalized Coupons Program objectives Improve response rate on direct mail coupon campaigns Bring more value to regular customers and Red Dot cardholders Target audience Existing customers of 56 branches Red Dot cardholders Key messages We appreciate your continued business Regular customers are awarded with discounts

Farmers Department Store Full Color Personalized Coupons Implementation The campaign included: Migrating from one-color generic mailings to full-color personalized campaigns Offer more targeted and relevant promotions to customers data and purchase history Produce high quality print while meeting uncompromising delivery deadlines. Personalization Variable data included: Customer name Product offers Discount levels

Farmers Department Store Full Color Personalized Coupons Results The campaign resulted in higher sales and lower costs 7% increase in sales 3.6% increase in response rate Reduced paper usage by replacing a generic 24-page booklet with A3 personalized mailer 30% reduction in production costs 66% improvement in delivery time

Curley Direct Situation and program objectives Curley Direct is a marketing service provider serving small businesses in the Cape Cod, Massachusetts area. Situation and program objectives Curley wanted to develop a co-op mailing that enabled Cape Cod’s numerous small businesses to: Generate leads and new business Develop a relationship between Cape Cod’s businesses and second-home owners in he Cape Target audience and list The mailing list of 27,700 was a combination of a house list and a list from a local list broker. Segmentation and key messages The mailer was sent to owners of homes valued at $300,000+ with the message: “Cape Living has its Privileges...” and included exclusive offers from the local businesses. Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Personalized to the second-home owner Curley Direct Personalized to the second-home owner The piece was an oversized, personalized tri-fold self- mailer (16.5” x11.5“) pURL visitors were given instructions on viewing offers from the participating companies The companies received a report with the names, mailing addresses, and emails (when given) of customers who viewed their offer. pURL refers to offers Offers Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Curley Direct Results 8% response rate: over 2,200 pURL visitors Over 66,000 click-throughs (clicks on a link to view an individual company’s offer) Captured almost 1,000 email addresses for future marketing A survey sent to the recipients following the completion of this campaign showed that: 76% said they enjoyed the offers 51% said they used the coupons Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

American Signature Furniture American Signature Furniture is part of a furniture retail chain, with 4,900 employees and more than 80 furniture superstores. Situation and program objectives Objective was to encourage browsers to return to the stores (specifically, people who browse but do not buy within 72 hours of their visit) Target audience and list Target audience were shoppers who visited a store without making a purchase and consented to the gathering of information on their visit This represents over 250 shoppers per day, and is an ongoing campaign Segmentation and key messages Key message thanked the customer for visiting, and showed that the store is attentive to the needs and style of the customer Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

American Signature Furniture The campaign included a highly personalized brochure, thanking shoppers for visiting. The brochure included: Sales rep’s name Hours they work Store phone number Images of furniture the shopper considered or similar items are used Photos of furniture considered by shopper Personalized message Sales rep’s name and number Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

American Signature Furniture Results There was a 10% increase in the number of people who returned to the store after receiving the brochure Shoppers who received the brochure spent 40% more than shoppers who did not receive the brochure Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Specialty Retailers, Inc. Specialty Retailers, Inc. operates 660 retail clothing stores under four brand names in different geographic areas in the USA. Situation and program objectives Objective was to retain customers after they move to new location, and ensure that they continue to shop with the Specialty Retailers family of stores after their move Target audience and list 4,000 to 8,000 customers per month - new movers who changed their addresses within the past month Segmentation and key messages The key messages included the location of their closest store and that thatir current charge cards will be accepted at other stores in the family of stores. The offer included 25% off their first purchase in the new location Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Specialty Retailers, Inc. Full color 6×11” personalized cards including: Personalized map showing driving directions from their new address to the nearest store Bar code that is scanned at the register to track redemption of the 25%-off offer Personalized Offer Charge cards will be accepted Photos of stores Map with directions to closest store Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

Specialty Retailers, Inc. Results Coupon redemption rates as high as 42% Repeat foot traffic in stores from new movers after the initial coupon redemption Source: PODi. For more info visit www.podi.org. Not all PODi case studies were printed using HP Indigo technology

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