Realize the Power of Catalog
Female-owned accessories brand realizes the power of catalog to increase acquisition of new customers and generate ROAS
Background
This female-owned accessories, beauty and lifestyle brand is best known for their hair care and hair accessory products. Beyond their DTC business, the brand’s products can be found in over 20,000 retail locations across 27 countries.
Brand Challenges
Overall, this brand wasn’t having too many challenges! In fact, they were doing so well that they were looking for more channels to test. With the brand’s increasing variety of products, we decided that direct mail was the right channel to test given that their goal was growth – to acquire more new customers that will stay with them for the “long haul.”
Solution
We presented turnkey direct mail and print management solutions, emphasizing the benefits of us managing the entire process for a single all-in price per piece. This lifestyle brand was also interested in our campaign planning and strategy abilities. Seamlessly, we produced and mailed a catalog in half the time normally needed to meet the brand’s holiday timing.
Utilizing optimization scoring through our data partners, both the house buyers and prospect mailers that received the catalog were the “best of the best”, identifying the most relevant demographic, geographic and propensity to purchase data to drive targeting. The data strategy, along with seasonal mailing, played a significant role in the success of the campaign.
Holiday 2022 campaign results outperformed estimates across all KPI’s. The brand is thrilled with campaign performance as well as the quality of the printed catalog.
Results
| KPI Metric | Actual Performace Against Estimate |
|---|---|
| CPO | -16.14% |
| Demand | 76.40% |
| Response Rate | 95.29% |
| ROAS | 93.29% |
Looking Ahead
With the success of the 2022 holiday direct mail campaign, the brand is eager to expand their footprint in offline media. In fact, we were asked to provide media recommendations for multiple direct mail and insert media campaigns. Direct mail allows for rapid expansion in both new customer and current customer retention goals while insert media taps into another offline channel allowing access to potential new customers.