De Bradelei Stores run shops across the UK selling fashion at discounted prices. As part of a campaign to win back lapsed customers and boost autumn season sales, they partnered with print service provider Eight Days a Week Print Solutions to target their broad customer base with a direct marketing campaign aiming to drive traffic to the stores. De Bradelei also sought to gain new insights for future marketing planning and campaign creations.
The campaign’s target audience was customers over the age of 26 who had previously made purchases of over £20 but hadn’t done so for at least three years. Addresses from lapsed customers three stores were put together in a mailing list of 10,000. To create the A5 direct mail postcard, Eight Days a Week Print Solutions turned to geo-marketing specialist locr for personalized maps to direct the recipients to their nearest outlet store. A controlled A/B test, with and without personalized maps, was used in the campaign to track the results. Read how it turned out here.
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