The retailer implemented an e-CRM programme that saw the delivery of tens of millions of emails, but came to Howard Hunt Group wanting to test direct mail as part of the CRM strategy for Beautycard holders. The two companies began working on further cross-channel campaigns aimed at increasing the frequency of purchase and average transactional value. The Shhhhhh Mother’s Day campaign launched this March offering exclusive bonus points on fragrances. Wider-reaching channels including Facebook and TV were used to build awareness and create a platform for Superdrug to offer more tailored and personalised products. Howard Hunt worked to create a data selection of VIP card holders for a personalised DM campaign. Outcomes included better overall response and open rates and high average transaction values. The last word, however, went to the PrintWeek judges: “Excellent use of cross-channel communications, showing that DM supported by email really can drive value.” 01322 273252


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