DUKKY

Objective

Café Express, a Houston and Dallas based restaurant chain, recently expanded their menu to include pick-up and go breakfast items that are prepared using fresh ingredients.   Although the company already had a loyal following for their lunch and dinner menu, Café Express asked Dukky to help expand awareness of their AM Express breakfast offerings, particularly in Dallas where the company’s market share was not as strong.

Solution

To attract new customers, drive in-store visits and elicit brand feedback, Café Express was willing to offer 20K free breakfasts.   With Dukky, the offers were mailed in the form of a personalized gift card in the recipients’ name, which could be activated online through a personal activation site branded Café Express.  The activation site fed a real-time performance dashboard.

Results

Three weeks after the promotion launched, Café Express enjoyed 3,951 responses (17%) to their offer.   Using actual dashboard snapshots below, see the initial insights gleaned from the promotion:

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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.

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.