Catalogue retailer

Utilising a bespoke data pool from REaD Propsect and selection expertise has delivered fantastic campaign results for retail catalogue mailing!

Challenge

Our retail client wanted to continue to grow their customer database and broaden their reach as they expand their product range with the aim of making their consumer’s lives easier and more enjoyable by creating the best home and lifestyle products possible.

Solution

Using the client’s transactional and product-level database, we began by profiling their existing customer database to build a more in-depth ‘picture’ of their buyers understanding their core demographics, lifestyle interests, financial status, household composition etc.  Following this, we built a bespoke propensity model which enabled us to identify the top percentiles of prospects from our 50m+ UK consumer database, REaD Prospect. We ensured that the data was ready-to-mail, applying home mover and deceased screening and creating appropriate coding for response analysis

Outcome

The Direct Mail campaigns have been hugely successful, and with significantly increased volumes campaign on campaign, all have driven positive ROI’s and exceptional response rates:

Campaign 1: 245% of response target

Campaign 2: 275% of response target

Campaign 3: 175% of response target

Each campaign’s responders are fed into the next model build, continually refining our targeting so that we can continue to deliver incredible results campaign after campaign

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