Wallace Cotton works as a design house specialising in textile design for homeware and accessories. The designer product range extends across bed linen, kitchen, bathroom, homewares, furniture and clothing. Design products are distributed through eight dedicated Wallace Cotton retail stores and several stockists throughout the country.
Prior to the opening of their new Cambridge store, Wallace Cotton dared to experiment and commit to investing in a high value DM campaign targeted to a specific selection of their customer base.
Previous responses for DM had not delivered a high ROI (low cost, less targeted postcards only generated a 2% response), therefore investing in a high value DM had no proven benchmark for success.
There was a very short timeframe from DM concept acceptance to go-live date – a two-week production window with a critical cut-off date.
Consideration was given to:
- data selection ensuring the DM was targeted to customers based on Recency, Frequency and Monetary, as well as geographical location paper stocks, personalisation, finishing and packaging to ensure it was received as a very special personalised invitation.
- Personalised URL’s enabled campaign success to be tracked and measured. ‘Bring a friend’ and ‘friend get friend’ functionality was incorporated into the integrated EDM component.
The campaign absolutely exceeded expectations with a sales uplift from average day prior to VIP night resulting in a 900% increase (approx.11 x average sales).