From Black Friday to Christmas and everything in between, the past few months have been a whirlwind for the retail industry. Now that the receipts have been tallied and returns have subsided, it’s the perfect time to examine key retail direct marketing trends and how they impact 2015 marketing strategies.
One thing’s for sure: consumers have more options than ever on where to spend their hard-earned dollars. Building customer loyalty has become crucial to retain market share. Creating relevant offers based on known consumer buying habits and proper segmentation is now imperative to delivering the right offer to the right person at the right time.
It’s also apparent that consumers expect something unique. Retailers need to avoid direct mail package fatigue by creating innovative formats to drive results. This means engaging marketing partners early and sharing strategies for the upcoming shopping season. By having this information in advance, teams can generate effective production applications, consider innovative formats and plan postal optimization strategies.
Retailers are also wise to continue their transition to digital printing in order to provide tailored offers to each recipient. We recently helped a large retail customer migrate to 4-color digital printing, which drove a big improvement in return on marketing investment (ROMI). This success was achieved by:
- Deeper segmentation with true 1:1 marketing;
- Optimized use of digital assets to spur customer response;
- Postal optimization and production efficiencies through single stream manufacturing;
- Deployment of a unique format (developed by our Creative Services team) that stood out in the mail box;
- Creation of an in-home strategy that delivered the mail piece at the optimal time.
And year-end holiday sales are only one focus of retail direct marketing efforts. Our customers are using direct mail to boost sales around a variety of important dates, such as back-to-school and summer break, Halloween, tax return season (disposable income), birthday programs and seasonal changes.
Your next big sale will be here before you know it, so if there’s one final thought I could leave you with; it’s to bring your marketing partners into the planning process earlier. Developing a strategy surrounding targeted dates that allows for proper file segmentation, development of the copy/creative/offer, in-home planning and geographic targeting is vital to producing the best results for your next campaign.
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