FEATURE
CATALOGUE FUTURES
15
Gradually, more clued-up retailers are using better insight to increase mailing activity with great results. Understanding who will receive a catalogue positively, what type of additional editorial content will engage on an emotional level and even the product curation that works best for individual buying habits can lead to a huge increase in ROI for direct mailings. We recently helped lifestyle retailer Rockett St George
increase customer insight to ‘micro-personalise’ marketing activity in this way. Drilling down into areas such as buying decision drivers,
values and content consumption allowed the brand to reach customers in a personal way. Rockett St George is sending out far less but to the right people, and has begun to print a catalogue again as research showed its audience wanted it. Keywords that resonated with consumers included quirky, eclectic and family, so its Christmas collection wasn’t just a catalogue, but a look book full of creative ideas, recipes and products. Tis all contributed to a 20% sales uplift and increased
acquisition, retention and loyalty. Due to the fall in numbers of catalogues being mailed,
retailers taking time to deliver one that the customer feels is meant especially for them are reaping the rewards. Te benefits of having emotional insight on shoppers
ripples out across all digital channels too. Tailored content within email campaigns, personalised on site content and social media messaging tailored to the lifestyle of those that engage on those platforms are all leading to increased customer happiness and most importantly higher market share and profit. Tose retailers still spraying and praying across any
of their channels will see market share fall, as modern consumers’ expectations and need to feel valued by the brands they buy from continues to rise.
Raise Catalogue Response and Improve Banner Ad CTR% “Campaign Circle’s ideas for change came from experience and knowing
what works, not simply from what would look good. The increased planning that went into our photo shoot and catalogue design resulted in a vastly improved catalogue in turn increasing response.”
Dale Stillman, Cashmere Centre and The Pearl Company
Go on... give us whirl! Visit
www.CampaignCircle.co.uk *Free Critique and Animated MPU Ad off er is limited. Call 01453 821323 for details
Direct Commerce |
www.directcommercemagazine.com FREE CATALOGUE CRITIQUE & DIGITAL MPU AD*
Refreshing Creative Better Results!
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