When visiting a new store, finding an outlet for a special product, or redeeming loyalty card points, location is a decisive factor. And when time is precious and distance is critical, retailers need to show their prospects how near their business is and how quick it will be to make the journey.
But using very high-volume mass direct mail to millions of recipients often results in very low response rates because they are not personalized and do not appeal enough to the interests of the recipients.
To create that level of personalization and engagement, DeutschlandCard and Arvato worked with locr to create a highly personalized direct mail piece.
‘Do you know how close your EDEKA store is?’
DeutschlandCard GmbH, one of Germany’s largest multi-partner loyalty programs with 20 million members, and its partner, EDEKA AG & Co. KG, wanted to improve response by creating a personalized mailer that would be eye-catching and interesting.
To reach that goal DeutschlandCard and Arvato turned to locr for geomarketing solutions. The outcome was a personalized direct mail piece that engaged the reader with simple design and high-quality personalization that provided all the relevant information with the primary campaign message “Do you know how close your EDEKA store is?”
High Volume Print with High Cost Efficiency
With minimal data requirements it was possible to produce a personalized direct mail piece for every recipient in the 100,000-address data base. After discovering how much attention the personalized direct mail attracted, DeutschlandCard and Arvato went on to commission locr to provide their services in further projects.