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EPR Archived News |
Boden Reaps Success With Innovative Catalogue Campaign
Released on: June 09, 2011, 1:19 pm Clothing retailer Boden reported a doubling of response on its latest enquirer conversion campaign in Summer 2011. Investment in an integrated multichannel approach to enquirer mailings with high level of personalisation paid off with improved ROI compared to past campaigns.
In May, Boden mailed Royal Wedding themed postcards to its enquirers, each featuring a personalised URL leading to a tailored micro site. Visitors were able to enter a competition to instantly win £1,000 worth of Boden clothing. Those that weren’t lucky enough to scoop the prize were awarded with a 15% off discount and automatically deep-linked from the micro site to the relevant Boden web page based on their catalogue preferences and gender. The thorough approach with creative integration from start to finish paid off, boosting both engagement and sales. Matthew Finn, Assistant Marketing Manager at Boden, commented “Despite the higher initial costs we experienced almost double the response rate.” He went on to thank digital printers Howard Hunt and insight partners Celerity for their support in putting the campaign together. Mr Finn now plans to roll out similar features to more tactical campaigns in the future. “We’ve seen declining response rates for enquirers on traditional mailings”, he says, sighting personalised integrated campaigns as a way to boost enquirer engagement and conversion. This success follows hot on the heels of Boden’s catalogue campaign that was awarded
Marketing Week’s Engage Award in May. The “Love Story” campaign featured
personalised mailing, addressed to a customer’s first name with a J Loves logo at
the front. A fold-out spread was unique to each customer based on their shopping
history and life story with the brand. Overall results for this catalogue mailing
delivered a near 30% uplift in response. About JP Boden Contact Details: pr@boden.co.uk
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