Using direct mail production house SR Communications and data management company Channel Marketing Solutions, the campaign, Birds Eye's first attempt at one-to-one personalisation, has so far attracted 92% active response levels. Previous mailings to the same database using traditional print methods were achieving 12% response rates.
SR's data imaging technology and data and telesales support from CMS has enabled Birds Eye to personalise the images as well as the text of each mailing to each retailer. The aim of the campaign is to increase stock demand from retailers throughout the UK.
Based on data analysis of which products sell best at each store, the selected retailer initially receives a personalised letter, with images that exactly match the product recommendations and promotional offers of the text. The products and pictures selected for each mailing are tailored to the preferences of the shoppers using that store. The letter encourages the retailer to increase his profits by taking advantage of discounts on the products recommended by Birds Eye Walls in the mailing.
Follow-up telesales by CMS further encourage retailer take-up and tracking of responses drives a second wave of mailings from SR, which fulfils retailer response with individually varied mail packs, including product illustrated, detachable discount vouchers.
The Birds Eye letter encourages individual retailers to continue participation in the promotion by taking up the product recommendations that are tailored to their store; these match their shopper profile and will increase their sales and profits.
John Burbidge, managing director of SR Communications, said: "Digital personalisation is the most interesting and exciting opportunity in one-to-one direct mail for decades."
SR's client list includes Ogilvy One Worldwide, British Gas, American Express, NSPCC, BT, Birds Eye Walls, WWAV Rapp Collins, IBM, Fidelity, Foreign & Colonial, Tate & Lyle, Invesco and Pitney Bowes.
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