Hardware Store Direct Mail Success Story

Hardware Store Direct Mail Success Story

Customer Objective

A hardware retailer wanted to increase store traffic and sales.

Campaign Strategy

  • Target top zip codes and zip splits with consumer expenditure data and demographics​.

  • Mail to over 56,000 surrounding households promoting their annual Anniversary Sale (April 30th – May 2nd)​.

  • Utilize strong coupon offers to drive traffic​.

Campaign Results

$0
In pre- and first-day sales during Anniversary Sale Event
0%
ROI Increased
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Hardware Industry Trends

During the spring of 2020, 63% of consumers started a home improvement project. As many Americans continue spending more time at home in response to COVID-19 precautions and guidelines, they are looking for ways to make their homes more attractive, functional, and comfortable.

Keep reading for some additional trends affecting the hardware industry.

  • Battery-operated handheld equipment is poised to be a major trend.

  • Hardware stores typically experience demand before big storms, such as hurricanes and snowstorms.

  • Dealers are encouraged to market to the needs and preferences of millennials, who are poised to be a major market for these products.

  • More of hardware retailers are offering workshops, classes, and demonstrations to attract consumers.

  • Once drivers of the DIY trend, boomers are now increasingly interested in do it for me (DIFM) products and services. Retailers report that in particular, demand for services, rather than hardware and tools, is on the rise among this demographic.

Sources: “More Time at Home May Spark More Home Improvements,” by Chip West, Valassis.com. 2019 Industry Forecasts: Part 1 of 2″ OutdoorPowerEquipment.com, 9 Jan. 2019. Web. 16 Jan. 2019., “Winter weather lucrative for local hardware stores.” KMOV.com, 10 Jan. 2019. Web. 22 Jan. 2019.,” Home Improvement Marketers Get Read — Millennials Are Moving On Up.” Valassis.com, 26 Jun. 2017. Web. 22 Jan. 2019., SalesFuel, 2019, “A Look at Installations and Services for the ‘Do It for Me’ Market.” HardwareRetailing.com, 27 Dec. 2017. Web. 5 Oct. 2018

Hardware Industry Trends

During the spring of 2020, 63% of consumers started a home improvement project. As many Americans continue spending more time at home in response to COVID-19 precautions and guidelines, they are looking for ways to make their homes more attractive, functional, and comfortable.

Keep reading for some additional trends affecting the hardware industry.

  • Battery-operated handheld equipment is poised to be a major trend.

  • Hardware stores typically experience demand before big storms, such as hurricanes and snowstorms.

  • Dealers are encouraged to market to the needs and preferences of millennials, who are poised to be a major market for these products.

  • More of hardware retailers are offering workshops, classes, and demonstrations to attract consumers.

  • Once drivers of the DIY trend, boomers are now increasingly interested in do it for me (DIFM) products and services. Retailers report that in particular, demand for services, rather than hardware and tools, is on the rise among this demographic

Sources: “More Time at Home May Spark More Home Improvements,” by Chip West, Valassis.com. 2019 Industry Forecasts: Part 1 of 2″ OutdoorPowerEquipment.com, 9 Jan. 2019. Web. 16 Jan. 2019., “Winter weather lucrative for local hardware stores.” KMOV.com, 10 Jan. 2019. Web. 22 Jan. 2019.,” Home Improvement Marketers Get Read — Millennials Are Moving On Up.” Valassis.com, 26 Jun. 2017. Web. 22 Jan. 2019., SalesFuel, 2019, “A Look at Installations and Services for the ‘Do It for Me’ Market.” HardwareRetailing.com, 27 Dec. 2017. Web. 5 Oct. 2018

Hardware Advertising Opportunities with Direct Mail

Ads in the mailbox offer a great way to promote awareness of your business and highlight your services and products while targeting your best potential customers.

  • 63% of homeowners in the U.S. said they usually read the offers they receive in their mailbox. 57% responded to an ad or coupon in their mailbox in the past 12 months. 33% said direct mail is the best source for finding coupons.

  • 64% of DIY home improvement consumers responded to an ad or coupon in the mailbox in the past 12 months. 36% of these consumers say direct mail is the best for finding coupons, and 57% usually read the ads they get in their mailbox.

  • 36% of Home Depot customers responded to an ad/coupon in the mailbox in the past 30 days, 61% in the past 12 months. 35% of these customers say it’s the best for finding coupons, and 58% say they usually read the ads they receive in the mailbox.

Direct Mail Helps Drive Traffic and Sales to Your Store and Website

  • Advertisers just like you have achieved 33% lift in unaided ad awareness when print is integrated with digital campaigns vs. digital only campaigns. Print drives 11% purchase intent compared to only 4% with digital alone – THAT’S A 175% INCREASE WHEN ANCHORING YOUR DIGITAL CAMPAIGN WITH PRINT!

  • When print is paired with digital media, advertisers see as much as a 30% lift in response.

  • Over half of respondents who received advertising mail from e-retailers (51%) visited the e-retailer’s website as a result.

    • A significant 44% made an online purchase as a result of this direct mail from the e-retailer.
    • 19% shared this mail with someone
    • 14% engaged with the e-retailer via social media.

Sources: Millward Brown, IPC Cross-Border E-Commerce Shopper Survey 2017, USPS Mail Moments Spring 2020 Review, Valassis Consumer Survey

Target Movers as They Make Purchasing Decisions for Their New Home

  • More than 70 brand decisions are made during a move, many of them related to hardware and home improvement—cleaning supplies, paint, carpet, flooring—to name a few.

  • Did you know?

    • Movers are 5x as likely to become long-term customers.
    • Consumers spend $9,000 on average during a move.
  • The Mspark Quick Response Mover Program is a value-oriented, fast-to-market postcard that gives our clients the flexibility to target pre- and new movers and reach their mailbox within 2-3 days when they are quickly making purchase decisions.

  • A stand-alone piece that can be personalized with the ability to layer in your customer lists and target specific audiences, the Quick Response New Mover Program gives you the flexibility to respond to a changing market and reach movers quickly.

How Do I Find My Best Hardware Customers?

Our Consumer Analytics team are highly skilled in the science of micromarketing. What does that mean? Micromarketing is another way of saying that we develop a marketing strategy in which your direct mail advertising efforts are focused on a small group of highly targeted customers. This gives your message the best chance possible to be seen by the right customers at the right time.

Do You Have Any Questions About How Direct Mail Can Grow Your Business?

If you have any questions about how direct mail can grow your business, we would be happy to answer them. You can call us at 877-620-6283 or select GET STARTED TODAY to fill out our form.

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