Getty Images "EyeWire Catalog" |
SITUATION:
After analyzing the EyeWire customer database we identified various different customer segments based on product purchases, size of purchase, frequency of purchase and recency of purchase. In other words, not all of our customers could be treated equally. At the time, we were sending out a "mass - direct mail" catalog, one for all.
STRATEGY:
Based on the RFM knowledge we decided to test customization of messages to each segment by utilizing different catalog covers which spoke to each unique segment. We re-arranged catalog pages and the merchandise within the catalog to better appeal to each segment. Customized ink jet messages and product offers added to the customer focused approach. The catalogs were then supported with email and direct mail.
RESULTS:
The tests worked well and we rolled out programs across the board. The increased customization approach continued to help us improve the response rates of our catalog and direct mail programs and helped in reaching our sales targets to +30% sales increases. |
