Mail Activity Highlights: Retail Drivers
Retail traffic builders is consistently a busy category in our Who's Mailing What! Archive, the world's greatest library of direct mail. However, facing a down economy, the volume is down this year - and that's during usually the busiest season for retail: back to school!
Nonetheless, many of the big merchants continued to mail, including some going with brand new efforts to increase response. Best Buy used a 5" x 7" self-mailer to promote a grand opening for one of its stores. While it's a private shopping event that retailers like Bloomingdale's and Macy's are well known for, it still looks like a standard Best Buy mailing, both in terms of visuals and copy. Sent to Reward Zone members, it promises "your own private shopping experience" for a "pre-grand opening shopping event," and practically drips with benefits, like three useful coupons. On the outer's back, it also gives a small map breakdown and directions to where the store is located (Archive code #910-477176-0807).
Talbots also not only promotes its own grand opening of a particular store in a 5" x 7-1/2" self-mailer, but also shows off its new look in this slick, red effort. Formerly tending towards more traditional fashion, the new appeal is both young and fresh. It hints at that on the back of the outer with the copy, "See Something New." Opening the side flap reveals several pictures that exhibit this new look alongside invitational copy, including the offer to "bring in this card and take 20% off" (Archive code #910-171619-0805).
In the 6" x 8-1/2" self-mailer from Lane Bryant, an attitudunal approach is also used, literally: "The Attitude is Back!" alongside an image of a plus-size model wearing a fashion-forward outfit. Inside a standard coupon (a $50 "gift cheque") is included, but so is the trendy idea of getting "exclusive coupons sent directly to your cell phone." By texting a code to a Lane Bryant number, the prospect will be "the first to hear about new fashion arrivals and special store events in your area" (Archive code #910-173315-0807).