CASE HISTORY: Intelligent Direct Mail — Customer Acquisition
A Chain of Regional Big Box Stores
Client: A chain of superstores based in the Pacific Northwest.
Challenge: In 2011, a Pacific Northwest-based big box retailer, reached out to K&H to create a personalized new movers’ mailer program for all of their approximately 415 stores.
Benefits of working with K&H: A great deal of front-end engineering and IT development were necessary for K&H to create an effective new movers’ campaign. First we worked with the client to develop the rules for the mailing, e.g., to be defined as a new mover, a customer had to have moved two zip codes away from their previous address. K&H then built a mapping tool, so that each mailer could map to our client’s three closest stores. K&H also devised rules to determine each store’s geographic target area, e.g., for Kent, Washington, it was new-mover households within a 5-mile radius of a store; for Juneau, Alaska, the radius was 15 miles.
Working with a list provider, K&H determined the type of new-mover data to purchase, e.g., new customer lists from power companies and cable companies. Finally K&H collaborated closely with our client to define the brand standards for the mailer. The result? A smart, hard-working campaign that got results.
Client comments: “This was one of our most successful lead-generating campaigns ever.”