About the Project
A better fit
Ziera had been employing clever data strategies to maximise and increase its ROI over the last four seasonal Ziera Club Customer new season comms. However, it was time to make them work even harder to counter slow sales when the new season stock was first in-store and to encourage shopping throughout the season.
Our solution was to make the Customer Club comms:
- more targeted
- staggered over the entire length of the season
- more streamlined for maximum impact – the full power of the new season comms was saved until a month later when the new season weather would have kicked in and the comms would have a more powerful effect.
- We saw significant gains in response rates season on season.
- Exceeded ROI objective.
- Halted the decline in revenue season on season even though we mailed less customers than we had in the previous season.