Client ■ Staples
Industry ■ Retail
Media used ■ Direct mail, email
Target audience ■ N/A
Date ■ 2015
Country ■ Canada
BACKGROUND
The office products company, Staples operates in every Canadian province and is one of the country’s leading supplier of office supplies, technology, furniture and business services.
CHALLENGE
The office supplies market is highly competitive and customer loyalty is difficult to establish and retain. To win customer loyalty and maximize revenue, Staples.ca maintains regular contact with active customers (those who have conducted at least one transaction within the last six months). Typically, the company sends an Addressed Admail flyer to active customers every two weeks and emails them three times a week.
To determine the effect of the Addressed Admail flyers on response rates and revenue, Staples.ca carried out a series of tests to measure the results of using different combinations of marketing material sent by the Addressed Admail service and email.
IDEA
Staples.ca worked with Canada Post to create test campaigns, which were sent in two waves to active customers. The campaigns comprised the Addressed Admail service and email, the Addressed Admail service only, email only, and no contact. If a customer purchased from the online store within two weeks of receiving a communication, it was considered a response.
RESULTS
Customers in the first wave who received a flyer and an email had a 605 per cent higher response rate than those who received only an email.
MEDIA
