Case Studies

CASE STUDY 1

HIGH AVERAGE NET SALE SAVES THE DAY

Sometimes a campaign has a lower than expected conversion rate, meaning that fewer coupons come in than expected. Sometimes this is because a mailer was sent to a large number of prospects who typically respond at a lesser rate. And sometimes it is because there is suppressed demand in a market. In either case, a low conversion rate doesn't mean an unprofitable mailer.

In a recent case a multi-store retailer in the Southeast sent a mailer to 7000 customers and 3000 prospects. Because not all stores had fully developed customer bases, the down market and the prospect mix, the conversion rate was lower than expected. The campaign though still generated a 270% return on investment. How did that happen?

When fewer customers come in the door then you have to sell more to each customer. That means bike sales, add-on sales and up-selling. This dealer understands that by training their team to convert and make the best of every opportunity they can get the most out of their investment.

CASE STUDY 2

DIRECT MAIL PLAN YIELDS $150K IN NET SALES

A commitment to direct mail can yield results all year. Each season has special demands and requires a unique project profile. This large midwest dealer counts direct mail as their most important marketing investment each year. Harvest worked with this dealer on an annual plan that spreads the investment out and drives customers to the store at critical times of the year.

February was a smaller Winter Clearance Sale focused on the absolute best customers. The goal for the sale was to sell remaining old inventory to make room for new products and bring in cash at a critical time of year.

April was Trek Fest and mailed to a larger list of current customers as well as premium prospects. The goal for the sale was to capitalize on the organic upturn in spring business with a nationally supported sale.

July was the Summer Sale and mailed to the same basic list profile as April. The goal was to drive as much of the market’s cycling business to this dealer during a critical time of year with a nationally supported sale.

This dealer has worked with Harvest on several projects and we’ve developed a winning direct mail formula.

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CASE STUDY 3

EFFECTIVE COUPON MIX DELIVERS 2700% ROI

We use coupons on our mailers to drive customers into your store ready to buy. For the sale mailer for this large west coast dealer used the coupon mix that you see below with exceptional results.

Coupon #1 is designed to drive traffic into the store. This dealer knows from experience that even without a minimum purchase, the average net sale on this free giveaway makes the offer pay off.

Coupon #2 is designed to increase the ticket size on accessory purchases. This dealer knows that this very enticing offer gets customers through the door and gives the sales team the opportunity to sell.

Coupon #3 is designed to sell bikes and drive up average bike purchases. This dealer knows to expect a lower conversion rate with this offer, but these bike purchases help deliver a high ROI for the sale.

This dealer has worked with Harvest on several projects and we’ve developed a winning direct mail formula.