The Challenge
Having previously managed its mailings in-house, a food and beverage retailer sought a direct mail agency to increase traffic and sales at their seasonal pop-up locations.
How We Helped
SeQuel launched a direct mail campaign to support hundreds of locations. The campaign was tailored to the specific sales goals of each pop-up and strategically timed to coincide with every store opening. The plan also included store-specific prospect models based on purchase propensity and geographic location. SeQuel’s creative team designed postcard mailers that featured exclusive in-store offers and when scanned, displayed the offer to the cashier via the point-of-sale system. During the campaign, SeQuel effectively navigated changes in store locations and adapted offers as needed, while providing daily analytics reports to monitor location-specific trends. Based on directly attributable offers, 13% of the seasonal transactions were driven from a direct mail piece. With the help from SeQuel, the retailer successfully scaled its mail program and achieved its critical quarterly goals.
