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DirectSmile success story:
Supermarket mailer with
personalized birthday cake
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UK supermarket chain Sainsbury's used the DirectSmile
software to design a fully customized mailer to be sent
to each of its 4.5 million top customers. Mailings were
scheduled so that each customer was reached right on
his or her birthday.
About 400,000 pieces were printed and mailed each month.
The campaign reached a conversion rate of 40%.
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Client:
Printer:
Agency:
Target Audience:
Software:
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Sainsbury's
Tangent Communications
TEQUILA\
Shoppers that have a Nectar Card (a loyalty card)
DirectSmile
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Image personalization impresses customers immediately
The Sainsbury's birthday mailers seemed to impress customers immediately
because image personalization was used on the front cover.
Utilization of the DirectSmile software made it possible to
integrate each customer's name into a photo design in
a highly realistic way.
Full document customization
Each mailer was adapted to each client not just by using the customerīs
name in the image and in other places on the document, but also
by using different fonts for different
age groups.
Also, an individual e-voucher number allows fast and simple redeeming
at the checkout lane. The redeeming is tracked and the data are
automatically sent back to the database for the loyalty program.
Carefully scheduled mailings
To ensure that the documents were delivered on each customer's
birthday or very close to it, the documents were printed and mailed just a day or two before
the birthdays of the recipients.
In all, about 4.5 million pieces were printed.
The printing was done
on an HP Indigo press.
40% redemption rate
The redemption rate for the coupons
has risen to a stunning 40%! Compared with previous campaigns
for which image personalization was not used, the
return on investment increased by 25.5%, revenues increased by 110%,
and gift redemption increated by 39%.
Click here to get more information about DirectSmile.
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Copyright © 2011 Citation Software Inc.
info@CitationSoftware.com
888-260-7316
www.CitationSoftware.com
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