WIN - Direct Mail Solutions


Dymocks
VDP Case
Case Study
Study
Father’s Day
Day Results
Results
Project:
Project: B2C
B2C Cross
Cross Media
Media Campaign
Campaign
Business
Business Sector:
Sector: Retail
Retail
Business
Business Application:
Application:Loyalty
LoyaltySales
SalesGeneration
Generation
Date: June 2010
Hi Natalie, we have some fabu
lous books in store right now
that would make wonderful
buying just the right book
Father's Day gifts - and to
even easier, we're offering
make
you an exclusive $10.00 disc
chosen book and we'll take
ount. Just present this card
$10 OFF the recommended
with your
retail price PLUS every purc
entry in the draw to WIN a
hase you make will give you
7 night Greek Island Crui
another
se with Star Clippers.
We hope to see you in store
very soon.
Anne and the team at Dym
ocks Newmarket
0
1
$ !
F
F
O
Desiderata
FREE with
every book
purchase between
August 24th and
September 5th,
or while stocks last.
OKS.CO.NZ
NATALIEBILYARD.LOVESBO
andov er
tell us a little about yourBself,
ooklto
be rs O nl y
you're automatically inMthe
emdraw
d Cruise
WIN a 7 night Greek Islan
with Star Clippers.
ANY
CARD AT
IS
H
T
T
N
E
ESER
E IN NEW
PRCOV
DIS
ORZEA
DYMOCK
T
SS
IN
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O
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O
SB
OUR BO
Y
DYMOCK
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IT
W
D
PROUDL
AN
TAKE
ALLY OWNED AND OPE
LED
ZEAYLLOC
RAT
D WE'L
N
^
A
E
S
A
RICE .
P
E
PURCH
H
T
F
F
$10.00 O ble for purchases betwapeeplny
AUCKLAND: Mt Eden 476
Mt Eden Road • Newmarket
255 Broadway Newmarket
TAUR ANGA: 50 Devonport
• Ponsonby 344 Ponsonby
Road NAPIER: 93 Emers
Road
on Street LOWER HUTT:
Westfield Queensgate
aila
not
t is only av
and does
^Discoun
r 5th 2010
l orders.
Septembe scounted or specia
d
an
th
August 24 that are already di
to books
.CO.NZ
OOKS ar Clippers.
B
S
E
V
ith St
D.LO
uise w
LYARGreek Island Cr
I
B
nditions
E
I
ms and co
ht
AL
/10
*For full ter
AEST 30/9
E NAT w to WIN a 7 nig
se 11.59pm
T
I
Entries clo
S
.nz
co
ks.
B
ra
E
d
w.dymoc
ww
e
W
it
h
vis
t
L
VISIT YOUR PERSONA automatically in
re
u'
tell us a little about yourself, and yo
Auckland 1142
VISIT YOUR PERSONAL
WEB SITE
If undelivered please return
to:
PO Box 90733, Victoria Street
West,
FREE
WITNGREEK
*
A 7 NIGH CRUISE
ISL ANFaDther's Day. Shop with
ce to
this
for a chan
Spoil Dad
lover Card
xury cruise
your Book
k Island lu
ee
Gr
ht
ig
WIN a 7 N oard Starclippers.
ab
Ground Floor
60 Cook Street
Auckland CBD
09 308 1510
sales@dmail.co.nz
directmailsolutions.co.nz
1
twitter.com/directmail_nz
Background
Dymocks originated in Sydney and opened its first New Zealand store in 1994. It now has six stores throughout
the North Island. With the widest range of new and backlist books, they have the best writing on hand.
Dymocks have a Booklover loyalty card, designed to reward book buyers. Points are earned from every purchase and
Booklover members can redeem their points anytime. Other benefits include automatic entry into competitions, early
notification of sales, events and special offers, the opportunity to attend literary lunches with guest authors and access
to inside information such as book reviews and new book releases.
Campaign Objectives
The primary goals of the campaign were to…
• Draw customers in-store
• Generate Sales
• Collect data on client preferences through a pURL
Strategy
The previous year’s Fathers day campaign was a letterbox drop to households with demographics that matched those
of the Booklover database and were within the catchment zone of each store. It produced minimal response, making it
a costly and ineffective campaign. As a result DMS put forward a concept for a cross media campaign involving touch
points via mail, web and email channels. Dymocks’ Booklovers card holders were selected as the appropriate audience
in a tight economic climate and when a favorable ROI was essential to improve on previous results.
Depending on the Booklover card holder’s historical spend they received either a $10 OFF! or $5 OFF! Offer. This was
the primary focus of the campaign but recipients were also incentivised to visit their personal website - by completing
a short survey relating to their book genre preferences they were automatically entered into the draw to win a 7 Night
Greek Island Cruise. All subsequent book purchases gave the cardholder further entries into the draw.
Campaign Composition
The campaign had two racks of response.
RESPONSE TRACK 1
R
E
S
P
O
N
S
E
T
R
A
C
K
2
POSTCARD
pURL Welcome page
pURL Survey page
Preferences Captured
STORE VISIT
pURL Confirm details
Email
STORE VISIT
PURCHASE
pURL Thank-you Page
PURCHASE
Prize Draw Entry
2
The Postcard
$10
OFF!
CALLS TO ACTION
PRESENT THIS CARD AT ANY
DYMOCKS BOOKSTORE IN NEW
D
ZEALAND WITH YOUR BOOK
PURCHASE AND WE'LL TAKE
$10.00 OFF THE PRICE^.
^Discount is only available for purchases between
August 24th and September 5th 2010 and does not apply
to books that are already discounted or special orders.
Booklover
Members Only
WIN
*
A 7 NIGHT GREEK
ISLAND CRUISE
.NZ
ESBOOKS.CO rs.
YARD.LOV
e
VISIT Y
OUR PERSONAL WEB SITE NATALIEBILnight Greek Island Cruise with Star Clipp
tell us a
a7
little about y
draw to WIN
ourself, and you're automatically in the
Spoil Dad this Father's Day. Shop with
your Booklover Card for a chance to
WIN a 7 Night Greek Island luxury cruise
aboard Starclippers.
*For full terms and conditions
visit www.dymocks.co.nz Entries close 11.59pm AEST 30/9/10
DATA DRIVEN
VARIABLES
The pURL
Recipients had their own website created so Dymocks had a means of entering Booklover card holders into the draw
for “A 7 NIGHT GREEK ISLAND CRUISE” and at the same time collect valuable info on their book genre preferences and
preferred method to receive future communications. The pURL had some nice personalisation touches, highlighted the
draw and creatively reminded the visitor to “Buy Dad a Book”. Overall it meant more brand touches and exposure to key
messages and calls to action.
pURL Thank-you page
pURL Survey Page
The Email
The Thank-you email
was a simple note that
reinforced the message
of “seeing you again in
store soon” and signed
by their store manager.
The Dymocks website
link provided another
opportunity for the
recipient to interact
3
CREATIVE CONCEPTS
All creative concepts for the postcard and pURL were conceived by DMS, who also designed everything in-house and
knit each element together with some great copy writing. As with most retail sector marketing initiatives the offer
is a vital part of the campaign. The “$5/$10 OFF!” was the central offer to drive sales response and the draw for the
‘7 Night Greek Island Cruise’ was the necessary incentive to drive people online and collect their book preferences – vital
information for targeted and relevant future offers.
Data
The Dymocks Booklovers card holder database was the data source. Cardholders were only included in the promotion
if they met predetermined transaction value criteria and had shopped within the last 12 months. Around 6500 people
were selected for the promotion.
Campaign Results
This year redemptions of the “$5 OFF!” and “$10 OFF!” offer in store were well over 10% and over 6% of recipients
visited their pURL and provided their book genre preferences.
Although a discount was offered it did not affect store profit margins for that month compared to other months. Overall
there were less predetermined specials and the targeted discount voucher meant that recipients had the freedom to
choose which book they applied their discount to.
Campaign Details
CLIENT
Dymocks was the direct client.
Concepts & Creative
All concepts and creative was handled by DMS
Cross Media Provider
Direct Mail Solutions is a boutique mailhouse centrally located in Auckland City.
Formed in 2001 they recognised early that whilst conventional mailhouse activities
may provide their ‘bread and butter’, the future lay in colour Variable Data Printing
(VDP) and soon began investing accordingly in both print and finishing equipment.
Today with over six years of practical experience, a skilled and able team and the
added functionality of XMPie, they’re ready to work with innovative clients to bring
DM campaigns to life.
Hardware
Fuji Xerox 8000 Digital Press
Software
XMPie uDirect Studio
Target Audience
Booklovers card holders
Date Executed
June 2010
4