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.
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.