Direct Mail Sows Solid Relationships (1,097 words)
Schneider continues, "You don't have to give away the store. The program is supposed to reinforce in the consumers mind that this is a place where I like to shop."
A look at some sample mail pieces showed that's exactly what Quality seems to do: make simple offers that don't cost the company a lot of margin but drive traffic and bring in additional revenues. For example, free coffee, cider and donuts were promised at a Fall Shopping Event that also featured a scratch-off coupon good for 5-percent to 50-percent off. One added benefit of these events-based promotions, Stapel notes,"Our shoppers often talk to one another and plan a trip to our store as a social outing."
Quality Stores uses direct mail to keep its ThankQ program members coming into the stores.