Client Goal

• A US Furniture store group was deciding whether to bring back mid-month printed insert mailings and ran a 41-store test.

• Client Success Metric: Test store group vs. non-test store group measuring response rate, total customers, and sales lift. Sales were compared 2023 vs. 2022 and 2023 vs. 2019 (pre-Covid)

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Our Innovative Strategy

Identify the highest-value target audience

We utilized our client’s sales database of current customers to analyze and create “like customer” targeted household lists for all 41 mailing stores. The test stores used the same 4-page mid-month ad that was used online and in-store only for the non-test stores.

Utilize the most effective media

Delivered a mix of pre-printed inserts and solo direct mail to the target audience.

Quantify performance expectations and activated

Test store group vs. non-test store group measuring response rate, total customers, and sales lift. Sales were compared 2023 vs. 2022 and 2023 vs. 2019 (pre-Covid).