Leading retailer increases catalog sales 30%
ISSUE:

Facing declining catalog sales from its 113 million unit annual mailings, a leading retailer needed to hyper-target consumers to lift catalogue sales volume and profitability. To pilot Twenty-Ten’s targeting capabilities,the client chose an underperforming niche catalog, which targets consumers who invest significant time and money refitting cars and trucks for outdoor activities.

APPROACH:

The catalog had been using behavioral targeting to focus on suburban and rural upscale males who hunt and fish, but response and sales were still low. Twenty-Ten identified a subgroup of consumers who fit the behavioral profile but who also had a predisposition towards catalogs and showed a high propensity to respond to and purchase from the specific niche catalog. Using their patented targeting technology, Twenty-Ten targeted the individual consumers most likely to respond, and they were mailed a catalog.

RESULTS:

With mail-out volume consistent with prior mailings, Twenty-Ten targeting significantly improved sales results and increased the retailer’s profitability per catalog order by 30%.

Share:

MORE CASE STUDIES: