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:
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).