Super Shoes Gets Hyper-Personal With Its Direct Mail
Quad/Graphics proposed adding a layer of attitudinal behavioral attributes into the existing data to provide insight into what motivates a consumer to make a purchase. The data would then be used to drive creative development and images, copy and offers that inspire action.
In addition to developing the creative, Quad/Graphics introduced QConnect ADF, a web-based application to drive hyper-personalized print marketing. The software dynamically incorporates assets, messaging, creative templates and segmented consumer data to create a direct mail product that speaks specifically to the targeted consumer.
Super Shoes' goal of running a successful one-to-one direct marketing campaign became a reality through the QConnect ADF software. The initial test outperformed the control package by 19 percent across all KPIs, including redemption rate, gross sales and gross margin. It also achieved a 67 percent increase in response rates and 5 percent increase in redemption rate.
Once Quad/Graphics performed the initial set up of the QConnect ADF solution, proper training was given to Super Shoes to ensure the software was useable without Quad's ongoing presence. The retailer continues to employ its hyper-personalized strategy using QConnect ADF to manage all content for various monthly direct mail campaigns.
"Aside from the dollars and cents, this program has allowed us to become more present in the marketplace and maintain an extremely efficient, targeted approach overall. We can allocate budget for the year, for the month, or for a single event and know that no matter what, we will have solid targeting through the analysis and efficient delivery of our customized solution" concluded Willard.