Results
Clients of Visant Marketing Services tell our story best. Please read to see how this client worked with Visant Marketing Services and its technology partner to exceed its business objectives.
New Store Opening Surpasses All Expectations
Profile
One of the nation’s largest convenience and petroleum retailers, with 800 stores located primarily in the Northeast.
Topline
To promote a new store opening, this specialty retailer engaged Visant Marketing Services to create the most successful direct mail program ever launched by the company. A trackable and compelling offer was mailed to local households that yielded a remarkable 13.38% response and 86.55% in repeat sales among responders.
Solution
Visant Marketing Services and its technology partner were engaged by the retailer’s advertising agency to drive trial visitation and purchase at its new store. Additionally, the program sought to drive repeat purchases from those customers and motivate incremental purchase behavior.
Program Tracking
Card swipe terminals were installed by its technology partner at the store to facilitate program tracking. To redeem the offer, customers passed the Visant Marketing Services’ intelligent card through the terminal. After the 10th redemption, the card automatically became inactive in the system. Simple business rules were programmed into the system to record and track which customers redeemed the offer; the time and date when the offer was redeemed; and the amount of additional merchandise purchased during the store visit/redemption.
Key Takeaways
- This solution is now a template for similar new store openings. Typical response rates for similar direct mail programs are 2% to 3%. The unprecedented response rate and rate of repeat business has provided the retailer with an innovative approach for driving store traffic.
- One program achieves two results. Prospecting for customers and raising awareness is usually done separately. Raising awareness is typically achieved through mass media. Motivating purchase is often done with pre-established customer lists. Visant Marketing Services accomplished both.
- The intelligent card produced by Visant Marketing Services is customer friendly. Because of its similarity to a credit card, recipients perceive the redemption device as highly valuable. That has resulted in a higher degree of card retention and brand recall.
- Reports were generated in real-time, allowing the merchant to expand the program and focus on customer loyalty.
Sample “Intelligent” Card
