Targeting:
Targeted invitation hits home with Multasormi's customers
The Multasormi gardening stores - part of the S Group company Hankkija-Maatalous - do a seasonal trade, and concentrate on gardening products. The chain first tried out centralized targeted marketing in its Multasormi stores a year ago. The customer-owner evenings held in three stores were a success, and 12 evenings have been held in different Multasormi stores this spring.
Also present at the customer-owner evenings were various experts, ranging from a garden designer to fertilizer, composter and pesticide manufacturers.
The
targeted direct mailing, along with the warmer weather, clearly
affected sales. On the customer-owner evenings, store sales were on
average double the previous days'. In one shop sales even quadrupled.
Why?
Hankkija-Maatalous
sees targeted direct marketing as a future growth trend, and intends to
use it more. Another aim is to make target groups even more precise.
The chain's customer registers make this very possible.
How?
In
the direct-mail campaign carried out by Hansa Direct, personalized
invitations containing offers were received by S Group customer owners
who had shopped in the local Multasormi in April-September of the
previous year.
