Find out how you can use digital print to its full potential
INSIDE THIS ISSUE PAGE 03
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14% increase in abandoned basket conversion for JD Williams
Take our Digital Diagnostic
ISSUE 25
8 Tips to Deliver More Revenue from Digital Print
In this issue 03 Triggered Programmatic Mail Case Study JD Williams increase abandoned basket conversion by 14%.
04/05 8 Tips to Deliver More Revenue from Digital Print Are you using digital print to its full potential?
06/07 News
Welcome to Engage, the GI Solutions magazine that provides you with industry news and ideas for your company. There’s never been a better time to use direct mail and digital printing. To help you get more revenue we’ve put together 8 practical ideas you can put in place straight away. See pages 4 and 5. On page 3 you’ll find our latest case study, which shows how JD Williams use Triggered Programmatic Mail to successfully recover abandoned baskets. In keeping with our theme of digital print, we bring you a digital diagnostic offer from GI Red. See page 6 for details. On page 7 you’ll find details of the latest DMA Email Tracker Report, as well as details of our seminars. We hope you enjoy this issue of Engage. All feedback is welcome, so please do not hesitate to send any comments to marketing@gi-solutionsgroup.com, or contact me using the details below. Thank you for reading Engage. Yours sincerely,
Includes a digital diagnostic offer, as well as updates from Royal Mail, the DMA and details of our seminars.
08 Retail Business Technology Expo 2017
Alistair Ezzy Managing Director, GI Solutions
alistair.ezzy@gi-solutionsgroup.com
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uk.linkedin.com/in/alistairezzy
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ENGAGE 25
Tara Pickles
tara.pickles@gi-solutionsgroup.com
07970 263 943
JD Williams convert more abandoned baskets 14% increase in abandoned basket conversions using Triggered Programmatic Mail Brief In the increasingly digital retail environment, JD Williams were challenged to demonstrate how an offline communication could be used to support the digital channels, in a new and innovative way, in order to achieve a key business objective.
Strategy Their strategy was to follow-up their existing successful Abandoned Bag email programme by targeting the nonresponding customers with a highly personalised mailing, acting as an additional prompt to encourage them to complete their orders. Timing was key, with the mailing touching down within a week of the product abandonment.
Creativity We created a highly targeted automated daily mailing, using digital print, to present a visual reminder of the abandoned products, as well as using online behavioural data to dynamically show personalised ‘most browsed’ product categories and added further value by including a cross-department push by featuring Home imagery.
Key points • +14% incremental increase in bag completion rate • Highly personalised mailing • Respond to browsing customers • Reactivate abandoned baskets • Upsell and cross-sell products • Automated campaigns including mail and email
Results ✔ R esponse rates of those who were mailed were +6% ✔ A verage Item Value of those mailed was +8% ✔ A bandoned Bag Completion Rates of those who were mailed were +14% ✔ A OV of £104 in line with responders to email campaign ✔ Q uick implementation of the programme
www.gi-solutionsgroup.com
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Tips to Deliver More Revenue from Digita There’s never been a better time to use direct mail and digital printing. Research has shown that Mail is welcomed by customers, encourages customers online and works as a media magnifier for other channels. Using variable digital print gives you even more power to improve your relevancy and targeting according to what you know about your customers.
To help you get more revenue we’ve put together some practical ideas you can put in place straight away.
We’ve al offer so y
Let us know
1. Welcome
2. Stop best
3. Promote your
When new customers come on board, a welcome can encourage them to spend more and choose you over your competitors. A thank you letter makes them feel appreciated and allows you to both suggest other products specifically related to their purchase, and where appropriate ask for a bit more information to build your customer knowledge.
You will know the expected spend and buying frequency of your best customers so if they start deviating from that pattern, you need to send them a relevant offer, message or incentive, to stop them buying from a competitor.
Knowing what your customers buy allows you to provide them with details of associated products and services they might also be interested in. Our sister company, GI Insight, uses predictive analytics to determine the propensity of people to purchase particular products and could help you.
5. Send mail to your browsers
6. Reactivate
abandoned baskets
7. Keep information
Customers who come to your website are considering purchasing your product or service but the majority of visitors will continue to shop around. With the GI Insight product, CAMPAIGN, you can send a letter to your browsers to encourage them to come back to your website and buy.
Customers don’t always buy the items they put in their shopping basket. Sometimes they are distracted and fail to checkout or something happens on the website which stops them completing. Send a letter to prompt them to complete and include relevant details of their purchases.
Sending out the same information to everyone means having to include everything, even if you have different segments of customers who are only interested in specific areas of what you have to say. Use digital print to vary the message, according to the customer so they see only the information that’s relevant to them.
new customers
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ENGAGE 25
customers churning
other services
relevant
al Print
lso included a great you can get testing.
w when you want to start!
4. Identify and target
10,000 Test Offer
To help our customers discover the revenue-driving power that variable digital print can add to your campaigns, we’re offering a 10,000 trial. All we ask is that our digital test volume is run alongside an existing campaign, so that results can be analysed and compared.
The trial includes: ✔ 10,000 digitally printed items ✔ Data Analysis ✔ C reative Design Services
new customers
To continue to grow your business, you need to target new customers. You can do this by identifying some themes they will be interested in and then include information specific to them. For instance, if you are targeting millennials, you might focus on their interest in fitness but vary your offer according to the activity they are interested in.
To learn more come to our Digital Print & Multichannel Seminar on Thursday 23rd February See page 7 for details on how to book your place
Check out our Digital Diagnostic offer See page 6 for more details
8. Build loyalty with your best customers
You could send your best customers exclusive offers and treats based on the product or service they buy from you. With Spring coming up, you could send them a voucher for an Easter Egg or give them a month’s free service. Small tokens of your appreciation can make a big difference.
Get in touch for more information marketing@gi-solutionsgroup.com 0116 232 1711
www.gi-solutionsgroup.com
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News
PROMOTIONS, NEWS, IDEAS & UPDATES
Mail More, Pay Less Following the latest release of incentives from Royal Mail MarketReach, you could get a 15% credit on postal pricing on new, incremental mail in any 12 month period. Whether you’re testing a new format, or trying out a new approach for targeting and messaging, there are a whole host of new incentives across addressed and unaddressed mail. You’ll need to meet the minimum requirements and these can be found in full at www.mailmen.co.uk/ incentives/scheme-for-growth
For more information on how you can access the incentives contact Emma Fletcher, Media Specialist on: emma.v.fletcher@royalmail.com
A NEW WAY TO HELP MAIL DELIVER EFFECTIVE RETURNS
Want to improve the performance of your marketing strategy? The new Mail ToolKit contains intelligent views, rock-solid stats, engaging slides and an Insight Engine designed to give you a greater understanding of how audiences interact with mail.
Visit www.mailmen.co.uk/toolkit/insight-engine
Take a Digital Diagnostic Whether you are a first-time user keen to trial digital print, or an existing user looking to improve effectiveness for your next campaign, take our digital diagnostic test.
data driven creative
Our experts at GI Red will analyse your existing mail creative and templates, and advise how you can adapt them to drive return on investment (ROI) through more effective targeting and use of the channel.
To arrange a diagnostic contact Paul Sumner on the details below.
Get in touch to arrange a diagnostic
www.gi-red.com marketing@gi-red.com Paul Sumner on 0116 232 1711
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Seminar Dates Download the 2016 Consumer Email Tracker Report
Sign up to one of our highly successful seminars.
How do consumers manage their busy inboxes? What do they think about the marketing they receive? Is email in good health? Download the definitive guide to the inbox for marketers from the DMA. Learn how consumers use their inboxes in 2016 with the annual guide, the Consumer Email Tracker. You’ll find answers to the following and more, including: • New information on 'ghost' accounts - active but unused consumer accounts • A special look at unsubscribes • I n-depth focus on the behaviours of younger consumers, including 'Millennials' • An update on how consumers view brand messages reaching their inboxes • What motivates consumers to share their email address
www. dma.org.uk/research/ consumer-email-tracker-2016
Thursday 23rd February GI Solutions, Leicester HOW to find, win and
keep customers
SEMINAR Friday 17th February WeWork, Moorgate
CAMPAIGN, the intelligent customer marketing tool from GI Insight Thursday 30th March GI Solutions, Leicester
Watch our new explainer video at www.gi-insight.com/ campaign
Seminar registration Go to gi-solutionsgroup.com/ seminars or use the QR code below. Download a free code reader app at www.beetag.com
CAMPAIGN empowers you to tap into real-time data to trigger automated, personalised and relevant programmatic communication, across any online or offline channel – enhancing customer experience – and increasing revenue and sales.
To further experience the power of CAMPAIGN, visit www.gi-insight.com/campaign to watch our new explainer video. www.gi-solutionsgroup.com
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Come and see the Leaders in Programmatic Communication at the Retail Business Technology Expo 2017 8-9 May 2017 | Olympia Grand, London
Europe’s BIGGEST, BEST and FASTEST GROWING annual event for retail and hospitality
SEE THE FUTURE OF RETAILING out how to boost sales, reduce costs, improve margins and enhance customer engagement.
RBTE IS YOUR EVENT! FREE conference programme featuring leading international retailers | Dedicated Payments Theatre Innovation Trail & Awards | Over 350 exhibitors Extensive Networking ALL UNDER ONE ROOF AND FREE TO ATTEND
“I was amazed to see the extent of the suppliers at RBTE and the offerings they have. It’s fantastic, actually.” Steve Johnson, Head of Central Operations, Carpetright
“RBTE as one of the biggest of its kind in Europe, offers a great opportunity to catch up on all the innovation that is constantly happening in the retail business. Great event.” Oliver Rist, Development Manager, Coop Estonia
8-9 May 2017 Olympia Grand, London
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