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Targeted Advertising for Virgin Wines

Background

Our client is a well established UK online wine retailer. Their model of business didn’t include the traditional retail unit approach where customers could go to browse, so they were already using Direct Mail as a tool to get their products into their customers homes.

Propack made several DM suggestions to increase the response rate and target customers with relevant products by better using the data held about them.

What we did

  • Propack did an audit of the data collected by Virgin Wines about their customers buying history allowing mailing lists to be more targeted.
  • A new mailing was developed which made buying suggestions to customers based on their previous purchases.
  • Discount codes were incorporated that could be tracked and used to measure activity.

Overview

The new mailing was extremely successful and boosted the average order value (AOV) in its first month. It has become a regular monthly mailing for Virgin Wines and is used to distribute other generic information to customers such as Sales and Discounts.

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