Case study by VoPP for MYER

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With over 67 stores nationally, Myer is a market leader in the Australian retail space. To show appreciation for their loyalty club members, they decided to offer ‘Especially for you’ discounts to increase their Valentine’s Day buzz.

 

OBJECTIVE

As Aussie’s love for Valentine’s Day continues to grow, Myer wanted to secure a portion of those sales, increase store traffic and promote usage of their loyalty credit cards at the same time.

 

METHOD

Myer leveraged their existing loyalty member database and designed a direct mail post card for 100,000 members, across four different segments. Each card was personalised to the recipient using Valentine’s Day treat imagery to increase impact and engagement.

 

The post card read: “Valentine’s Day is a time for giving – that’s why we’re giving you a little something special. It’s our way of saying thank you for being a customer.” Each recipient was offered a $10 Myer Voucher that was to be redeemed within the following week.

RESULTS

This campaign received a 75% redemption rate which equates to 75,000 consumers, proving to be highly successful for Myer. The overwhelming number of customers that redeemed their offers at various locations and spent between $10 to $89 per visit shows the value of a targeted, personalised direct mail campaign.

 

CONCLUSION

On top of a very high return on investment, Myer’s intention to boost sales, increase traffic in stores and up loyalty credit card usage was achieved. With the success of this campaign they planned on using these results to continue offering similar holiday specific campaigns throughout the year.

 

The campaign proves that recognising customers and offering personalised, thoughtful incentives pays off. Using intelligent targeting to offer relevant promotions via direct mail is a simple, yet effective strategy.

 

 

 

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7 Reasons to Use Direct Mail

1. THE MAIL MOMENT
Direct mail enters an individual’s home and is consumed on a one-to-one basis. This gives you much more time with your customer, time to engage them in a relaxed environment
at a time of their choosing.

2. SENSORY EXPERIENCE
The physicality of a mailing adds another dimension to the brand experience. Using your customers’ senses, you can stimulate and entertain, getting them to reassess your
brand and drive response.

3. PRECISION TARGETING
Direct marketing works best when it’s made relevant for the recipient, with tailor-made content appealing directly to the consumer. New digital printing technology can make this
personalisation even easier.

4. MAKE PEOPLE ACT
Direct mail is the most likely form of communication to get a response from a customer, with the cost of every response
measured with accuracy. As it’s a tangible object, DM is also likely to hang around.

5. EFFECTIVENESS
Reports have demonstrated the enduring effectiveness of direct mail, with the Direct Mail Association stating 65% of consumers
of all ages have made a purchase as a result of direct mail.

6. GET CREATIVE
Direct mail is unique in that mailings can be produced in a wide variety of formats, using different shapes, sizes, colours and materials to create a surprising and memorable brand experience that will stay in the home for weeks and even months.

7. INTEGRATION
Adding direct mail to an integrated campaign can raise the campaign’s effectiveness by up to 62% (BrandScience), while bridging technologies such as QR codes and augmented reality make it simple for consumers to go from print to digital.

Source: VoPP
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