Case Studies:
Macy's
Delivering an important stream of new accounts for the national retailer through effective direct mail technique and a compelling offer.
Insights:
- Improving on the typical in-store card opening discount through direct mail can dramatically boost new accounts.
- The need to create specific offers and address consumer concerns is critical to drive sales and card revenue.
Execution:
Utilizing the major benefit for opening new card accounts, same day savings, Heinrich developed a compelling direct mail offer to encourage customers to open a Macy's store account. Boosting the typical discount to 20%, this offer tops any offer consumers could get in-store. Customers could shop immediately with the savings, they didn't need to wait for their card to arrive. Using the "Instant Buy" concept provided prospects with a quick and easy way to take advantage of the offer in the convenience and privacy of their own homes. Response rates surpassed other direct mail offers.
