Problems: Client was spending half of the marketing budget on promotional direct mail print. The client used our expertise in marketing workflows and marketing analytics to review their process from merchandise event planning through creative production, printing and distribution.
Better Solution: Established a new workflow resulting in a new 4-week total creative production from the previous 11-week schedule. This allowed the merchandise team more time for planning and pricing closer to the in-home date of the direct mail piece. Through the use of our event planning application, RICON and the offer performance analytics tracking we worked with merchandising to reduce the number of offers by 75%.
Result: Reduced the direct mailer from a 32 page tall tab to an 8 page digest size. The print, paper and mailing costs were reduced by $1,350,000 annually. In addition, margin dollars improved for all the items that were now at regular price, gain of $75,000 per mailer in margin dollar improvement.