Various CRM campaigns streamlined into intelligent mail formats.
Data-led personalisation based on customer behaviour.
Reduced production complexity, time and costs.
The Challenge
Propack has worked with Travis Perkins for over 15 years, supporting the business with its print and direct mail requirements.
Most recently, Travis Perkins wanted to their CRM mailings, each targeting customers at a different stage of their relationship with the brand – from new customers, through to low-frequency and lapsed or non-spending customers and so on.
Each audience required different messaging and incentives based on previous purchasing behaviour. The challenge was to reduce the time, cost and complexity involved in producing multiple campaigns, while retaining the relevance and personalisation of each individual customer journey.
The Solution
Propack worked with Travis Perkins to streamline CRM campaigns across various digitally printed one-piece mailer formats, creating a more efficient production strategy without compromising the individual customer journey.
We introduces a number of Mailmark compatible one-piece mailers in order to stay engaging and cost-effective, incorporating tear-off perforated vouchers and tipped-on vouchers to create a clear, tangible call to action.
Using intelligent data and digital print, the incentives are personalised according to individual customer behaviour, allowing the offer, minimum spend, messaging and voucher details to change depending on the recipient. This data-driven approach ensures the incentive is relevant to each customer, while maintaining a consistent and impactful creative format.
Digital print allows both formats to work much harder. Using customer data, multiple elements can change according to the recipient, including messaging, customer and account information, branch details, promotional dates, minimum spends, barcodes and incentives.
Different offers and barcodes for scanning can therefore be presented according to customer activity. 10% and 20% incentive variations are used, enabling Travis Perkins to tailor the strength of the offer rather than applying the same promotion across its entire customer base.
By combining versatile formats, compelling design, intelligent data and variable digital print, Travis Perkins can deliver distinct communications to different CRM audiences while creating a more streamlined and cost-effective production process..
The Results
The new approach has simplified Travis Perkins’ CRM direct mail activity while retaining highly targeted and relevant customer communications:
- Various CRM campaigns streamlined across versatile OPM formats.
- Reduced production time and costs through a more efficient digital print strategy.
- Greater personalisation, with messaging, creative and incentives driven by customer behaviour.
- The wider CRM activity has also demonstrated strong commercial performance, with reported ROI reaching 43.4 for NNS and 162.5 for NLF in June, alongside an ROI of 6.2 for the Lapsed audience.
- As NNS and NLF are primarily email-led campaigns with comparatively low campaign costs, these figures cannot be attributed to direct mail alone. However, they demonstrate the performance of the wider data-led CRM strategy in which personalised direct mail plays an important role.
