21
Apr
2021

Case Study: Furniture Chain Amplifies Direct Mail Success with Addressable Geo-Fencing from Simpli.fi

04/21/2021

Brand Overview
•  Rent-to-own furniture chain in the Midwest
•  Wanted to promote its Black Friday specials
•  Looking to drive traffic to 111 storefronts across eight states
Partner Overview
•  Full-service mailing and printing company
•  Specializes in direct mail marketing
•  Interested in using Addressable Geo-Fencing to digitally target direct mail audiences at the household-level
   and track online-to-offline conversions
Results
•  7,700Advertiser-Reported Sales
•  2,071 Physical Store Visits
•  $2.47 Cost Per Store Visit
•  30.78% Increase in Incremental Store Visits

 

 

 

ATTRIBUTION OPPORTUNITY FOR DIRECT MAIL

Leading up to Black Friday, a rent-to-own furniture chain partnered with a printing company that specializes in direct mail marketing to promote its holiday sales. Armed with a first-party address list, the chain wanted to pair digital ads with its traditional direct mail efforts to reinforce its messaging. Therefore, the printer leveraged its partnership with Simpli.fi to add value to the direct mail campaign via Simpli.fi’s precise digital targeting solutions and advanced
attribution capabilities.

Together, the printing company, Simpli.fi, and the advertiser developed a strategy to deliver digital ads at the household-level and track foot traffic conversions using Addressable Geo-Fencing from Simpli.fi. The retailer hoped to maximize the reach and performance of its physical mailers while driving and tracking customers to 111 of its storefronts at a low Cost Per Visit (CPV).
 

DIGITALLY REINFORCING THE MESSAGE

The furniture chain wanted to highlight Black Friday sales to its loyalty program members. Therefore, it provided the printing company with a list of more than 107,000 addresses of
loyalty members to target with physical mailers and digital ads. The printer planned a one-week digital campaign to begin a few days prior to the delivery of the mailers. This would prime
consumers for the physical ads and increase their recognition of the mailers.

Simpli.fi onboarded the address list to its platform at a high 89% match rate. Using plat line and GPS data, the system drew target fences around the exact shape and size of each property to capture users for retargeting. This enabled the furniture chain to reach consumers at the household-level across all of the devices seen within their homes. The Simpli.fi team also drew Conversion Zones around 111 of the furniture chain’s storefronts to track offline conversions. This meant that the advertiser could identify the number of consumers who received an ad and
later visited one of the chain’s locations in person, providing physical attribution metrics to help the retailer gauge the success of its advertising efforts.

To create cohesion between the two campaigns, Simpli.fi ran display ads with creative that matched the direct mailers and served them to consumers prior to the physical mailers, allowing the customers to quickly identify the mailers upon their receipt. This approach increased the advertiser’s touchpoints, reinforced its message,
and provided a seamless experience for the targeted consumers.
 

PROVING SYNERGY OF DIRECT MAIL AND DIGITAL STRATEGY

Together, the digital and direct mail campaigns generated 2,071 visits to the furniture chain’s 111 stores, leading to a low CPV of $2.47 for the digital portion of the campaign. Additionally, the digital campaign’s granular reporting metrics helped the advertiser identify particular insights about each of its stores, as well as determine a lift in physical foot traffic due to the addition of the digital ads.

Individual Store Performance
With Simpli.fi’s granular reporting, the advertiser identified unique insights about its visits and discovered key takeaways for each of its stores. For example, it learned that one of its stores in a large Missouri city received more than double the number of customer visits than any other store. It also identified 35 locations that received single-digit conversions, highlighting the need for additional marketing support for those stores. These data-driven insights will influence the furniture chain’s marketing efforts moving forward by helping it properly allocate advertising dollars across its many storefronts.

Lift in Store Traffic by Adding Digital
Simpli.fi’s granular reporting also enabled the advertiser to clearly gauge the impact of pairing the digital and direct mail campaigns together by being able to track the campaign’s impact on in-store traffic. Simpli.fi drew target fences around each house that received a physical mailer, enabling it to track the number of users who visited one of the furniture chain’s storefronts— regardless of whether the visitor received a digital ad. This meant Simpli.fi could identify the conversion rates of users who received both a digital ad and a physical mailer, as well as the conversion rates of users who only received a mailer.

Simpli.fi’s Geo-Conversion Lift dashboard compares the conversion rates of both user groups to identify whether the digital campaign contributed to a lift in foot traffic. The dashboard revealed that those who received both ads were 30.78% more likely to visit the furniture chain than those who only received the mailers, highlighting the benefit of running a digital campaign alongside direct mail.

Sales Success
The furniture chain and printing company were thrilled to have such extensive foot-traffic attribution metrics tied to their direct mail efforts when paired with digital. In fact, the advertiser confirmed that it received 7,700 online and in-store purchases from loyalty members who were targeted by the campaigns, thus illustrating the synergy of running both direct mail and digital together.

Those who received both ads were 30.78% more likely to visit the furniture chain than those who only received the mailers, highlighting the benefit of running a digital campaign alongside direct mail.

 

Interested in using Addressable Geo-Fencing to improve your direct mail results?
Get in touch at hi@simpli.fi, or contact your Simpli.fi representative.