1. Direct Marketing Customer Stories
Case Studies
Direct Marketing Customer Stories

2. Retail Stores and Restaurants
Case Studies in Direct Marketing

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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 Not all PODi case studies were printed using HP Indigo technology

14. 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 s (when given) of customers who viewed their offer.
pURL refers to offers
Offers
Source: PODi. For more info visit Not all PODi case studies were printed using HP Indigo technology

15. 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 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 Not all PODi case studies were printed using HP Indigo technology

16. 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 Not all PODi case studies were printed using HP Indigo technology

17. 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 Not all PODi case studies were printed using HP Indigo technology

18. 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 Not all PODi case studies were printed using HP Indigo technology

19. 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 Not all PODi case studies were printed using HP Indigo technology

20. 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 Not all PODi case studies were printed using HP Indigo technology

21. 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 Not all PODi case studies were printed using HP Indigo technology

22. Thank you