{"id":24669,"date":"2021-04-08T09:55:47","date_gmt":"2021-04-08T08:55:47","guid":{"rendered":"https:\/\/maps.locr.com\/en\/?p=24669"},"modified":"2024-08-15T10:46:56","modified_gmt":"2024-08-15T09:46:56","slug":"locr-case-study-de-bradelei","status":"publish","type":"post","link":"https:\/\/maps.locr.com\/en\/blog\/case-study\/locr-case-study-de-bradelei.html","title":{"rendered":"locr Case Study De Bradelei"},"content":{"rendered":"

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locr CASE STUDY:<\/span><\/h2>\n

De Bradelei<\/span><\/h1>\n

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Reconnecting With Lapsed Customers<\/h1>\n

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Objectives<\/span><\/h3>\n<\/div>\n
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De Bradelei Stores in the UK offer fashion from leading brands at discounted prices. They wanted to increase footfall and boost sales by targeting lapsed customers from their extensive database.<\/span><\/p>\n<\/div>\n

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Strategy<\/span>\u00a0<\/span><\/h3>\n<\/div>\n
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They engaged Eight Days a Week Print Solutions (EDWPS) to design and manage a direct marketing campaign using personalized maps to show recipients the location of their nearest store and the route to drive there.<\/span><\/p>\n<\/div>\n

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In order to test the effectiveness of geomarketing for retail traffic generation EDWPS ran the campaign as a controlled A\/B test with and without the geomarketing components.<\/span><\/p>\n<\/div>\n

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De Bradelei selected 10,000 lapsed customers from their database. The audience was incentivized with an identical offer package including a prize draw, a discount on selected brands, and a free cup of tea or coffee in-store. For the A\/B test, 5,000 recipients were randomly allocated a mailer design with personalized maps and 5,000 received one without any geomarketing content. The mailer was a large postcard with a unique recipient reference number which had to be presented in-store.<\/span><\/p>\n<\/div>\n

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Results<\/h3>\n