Objective
Care-A-Lot, a national online catalog store, was looking for an alternative to the high cost of printing and mailing catalogs. Not only was their current catalog system costly, but it did not allow the company to learn about their customers base or accent particular products in a way that encourages immediate sales. Care-A-Lot approached Dukky to develop a program that would incentivize immediate sales from their existing client base, while allowing Care-A-Lot to collect information on their customers for future promotions.
Solution
Dukky developed a custom 12 page booklet for Care-A-Lot that isolated 10 of their best offers in perforated cards. 10,000 of Care-A-Lot’s existing customers received personalized “books” in the mail, which could be activated online through a personalized, Care-A-Lot branded activation site. To complete activation, customers were asked to complete questions about their purchasing behaviors in regard to their pet. After completing activation, the customer was able to enter directly into the Care-A-Lot site to purchase the offers they received in the mail piece.
Results
Two weeks after the launch of the program, Care-A-Lot was enjoying a 5.04% response rate. The true value to Care-A-Lot was not the response rate, but the amount of information they were able to gather about their best customers while encouraging immediate sales from those that activated.
