Retail Direct Mail Case Studies
Musgrave Retail Partners - Supervalu: Supervalu Real Rewards Spend Less this Christmas
Agency: Ignition - integrated ideas people
To retain the loyalty of their customers during the Christmas period, SuperValu needed to communicate with them in November and incentivise them to shop in SuperValu through the holiday period and in to 2012. They did this by offering customers two money off vouchers when they spent a required amount in their local SuperValu store and increasing the incentive offer from previous mailings so that reward to spend ratio was more attractive. Data analysis of previous customer purchasing behaviour allowed SuperValu to create three clearly identifiable consumer spending segments, assigned to an appropriate voucher value and realisable target spend increase for each shopper. They saw 26.1% voucher redemption, and spend lift was over 34% per shopper mailed.
Brown Thomas: The Prodigal Child Returns - the launch of the Children's Rooms in Brown Thomas Dublin
The Children’s Rooms in Brown Thomas were re-branded in line with the luxurious surroundings of Brown Thomas. The challenge was to tell the group about this significant change, to re-direct them to Brown Thomas Dublin and to make them aware of the new improved offering for Children in the form of International Designer ready to wear collections. Using a beautifully designed invitation, Brown Thomas maintained and increased sales from existing customers and recruited new customers from the Brown Thomas database by inviting the base to a launch event.