Case Study 9
A regional grocery chain sees higher readership and response compared to other media and database mailings.
Challenge:
A regional grocery chain was challenged with expanding their reach and encouraging ongoing communicaton with consumers around their stores.
Solution:
WorkPlace Media worked closely with the chain's marketing department to craft a customized solution that targeted working consumers within a tight geographic area of the stores. Messaging was designed that spoke to the busy lifestyle of working consumers, and the offers varied across categories, thus providing a broad appeal. To maintain ongoing communication with the workplace audience, the client relied on frequency, providing a different message with each program. Messaging in subsequent mailings focused either on providing offers and/or education regarding various focus areas within the store.
Results:
The client's initial program drove over 20% in redemption, and they have reported that subsequent offer-focused messages have maintained a strong redemption rate. In addition, the client saw a significant lift in focus areas surrounding the educational messaged programs despite there being no associated offer to drive action or help with measurability. Finally, the client reported exceptionally high readership and response when compared to other media and database mailings.
