DUKKY

Objective

The retail environment between back to school and holiday shopping is generally pretty bleak.  As an effort to increase in-store traffic during a low retail season, Clearview Mall approached Dukky to develop a direct mail program.  However, historically Clearview Mall was lucky to see a 1% response to their direct marketing efforts.

Solution

Dukky developed and produced a personalized, cooperative mailer, incorporating 30 promotions from the mall.  10K consumers in the immediate area surrounding the mall received this mailer in their name, which could be activated online through a personalized, Clearview Mall branded activation site.  The activation site fed a real-time performance dashboard.

Results

Within 2 weeks, retailers tracked an 8% + response rate to the Dukky program.  On average, each person that enters a mall spends $75.  This campaign tracked 112 visitors to Clearview Mall, leveraging the immediate value of the campaign to be $8,400.

The true value, however, comes in the data capture performed.  Clearview gathered the names, addresses and emails of over 800 people who were interested in shopping at Clearview, which the mall could use for future direct mail campaigns.

This entry was posted on Tuesday, September 30th, 2008 at 1:17 pm and is filed under Case Studies. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.