BACKGROUND
To develop its business, our client, specialised in the mail order sector, is looking to identify the best channels for prospecting new customers and making them profitable more quickly.
CUSTOMER ISSUES
In a context where competition is increasingly strong and consumer expectations are constantly rising, our client is looking to improve its prospecting and loyalty. Faced with the rise of digital technology and the accompanying change in purchasing behaviour, the challenge is even greater for our client to optimise its customer strategy.
IMPLEMENTED SOLUTIONS
We analysed the results of previous operations and redefined the target. We deployed the following recommendations:
- Acquisition strategy: identification of canvassing channels (file rental, all-boxes, parcel wrapping, advertisements and press inserts); construction of the acquisition promotional offer; production of creative media (direct mail and printed matter).
- Loyalty strategy: reflection on segmentation, product offer, creative supports in order to improve the recommendation rate (or loyalty) while maximizing investments.
RESULTS
- The tests highlighted the best acquisition media, which gave the best results in terms of customer acquisition but also in terms of customer value.
- Following the tests, we proposed an annual marketing plan in terms of prospecting and loyalty, taking into account the seasonal nature of the activity
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