Increase revenue, Advertise locally
Optimized customer data leads to higher revenue and success
Frankenspalter
Small changes, big impact: Frankenspalter, a retailer from the east of Switzerland, has been using unaddressed advertising leaflets as promotional material for years. In order to make its advertising more effective, the company used the data analysis and enhancement services provided by Post Advertising. These services enabled Frankenspalter to increase its revenue substantially.
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Highly impressive results
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15 percent
more revenue thanks to the analysis
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10 percent
improvement in cost-to-sales ratio (despite extra analysis costs)
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22.5 percent
higher conversion rate amongst new customers
Our approach
The campaign’s aim was to increase the effectiveness of the “Monthly hits” leaflet and to use the advertising budget more efficiently by increasing revenue and responses. Our team used a data analysis to achieve this. As a result, information such as areas with a high number of potential customers was determined.
We supported the Frankenspalter team across different channels and phases with the following measures:
Analysis
- Checking and maintaining addresses to improve data quality.
- Swiss Post’s data ecosystem was used to find new, appropriate customers. These needed to be as similar as possible to Frankenspalter’s existing customers in their behaviour and affinity.
- To help identify promising areas with a high number of potential new customers, data was analysed and lookalikes created.
Awareness
- The “Monthly hits” leaflet was sent to potential new customers unaddressed by PromoPost.
- Existing customers received the leaflet by addressed mail.
- The leaflet was also displayed online via the Profital App.
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Swiss Post’s analysis service helped achieve a further significant improvement in the leaflet’s success. I was really surprised to see that revenue could be increased to such an extent at relatively low additional cost.
Katrin Jocham, Head of Marketing at Frankenspalter
Advertising materials
