Super Shoes Gets Hyper-Personal With Its Direct Mail
What happens when a retailer gets to know its customers? The answer is simple: Customers no longer need convincing and begin to accept offers and promotions to shop and — more importantly — to buy.
When Super Shoes examined its marketing approach in late 2014, the apparel retailer recognized the opportunity to expand its multichannel marketing capabilities to add new customers and grow existing customer relationships. With more than 40 locations in eight states, Super Shoes features over 200 brands of shoes, accessories, apparel and handbags. In order to more effectively target customers with relevant, timely offers on its top of the line products, a defined one-to-one strategy needed to be applied to its direct mail campaigns.
"We already knew who our best customers were, but our direct marketing campaigns were limited to simple customization," said Matthew Willard, marketing director at Super Shoes. "We wanted to truly personalize our marketing strategy with cross-platform consistency, and at the same time integrate systems, procedures, and policies."
Super Shoes' shift from broadcast marketing to target marketing began with light data analytics. This enabled the company to determine and leverage the customer's propensity to purchase a particular product based on past purchase behavior. Willard and his team noted the success of their data-driven campaigns, but recognized that even deeper personalization could be extremely powerful.
"In order to include the individual promise a customer wants to read, the image we think she wants to see, and the language we think she wants to hear, we needed to implement a powerful system while keeping integration and efficiency top of mind," said Willard.
The company turned to Quad/Graphics, a leading global provider of print and media solutions, to help maximize Super Shoes' rich data points into an automated hyper-personalized direct mail program.