Fortnum’s approach to their catalogue mailing at the time of appointing us was to mail the entire existing base, sending all customers the same catalogue, regardless of customer responsiveness or value. There was no strategy for customer acquisition, and no regular programme of customer contact.
We developed a segmented approach to the catalogue mailings, predominantly structured around a recency, frequency, value model. Customers received up to 3 seasonal mailings and a further 2-3 in the pre-Christmas period, depending on their predicted ROI.
This approach increased overall response of the mailing from 8% the previous year to 14% in this mailing and double the profit year on year.
Creative collateral was also segmented, with catalogues and mini-catalogues going to high value customers, whilst low value customers received postcard mailers. All collateral, especially the postcards, carried prompts to visit the website – and we delivered 54% of sales via the website, demonstrating a powerful interaction between print and digital media.