Challenge
A high-end mattress retailer with more than two dozen stores was struggling with its direct marketing strategy. Direct mail campaigns had been attempted in the past but were discontinued due to poor ROI. Repeated email “blasts” were driving higher sales but were also alienating the company’s affluent target customer. The retailer sought a more sophisticated direct marketing approach that would deliver strong bottom-line results while engaging customers in a more precisely targeted way.
Solution
Taylor implemented its proprietary Marketing Advantage Program (MAP), giving the retailer a truly data-driven omnichannel marketing strategy for the first time.
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Taylor used its Mover 2.0 data source to identify verified pre-movers and new movers in close proximity to the retailer’s stores.
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Customers whose online search and shopping behaviors indicated a high “mattress purchase intent” were targeted.
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Prospects were then reached through a combination of direct mail postcards, digital display ads and social media ads — as much as four weeks before the dates of their impending moves.
Results
Taylor’s omnichannel Marketing Advantage Program quickly became the retailer’s top-performing marketing program.
