Raise your profile, Increase revenue
Barking up the right tree
Qualipet
Need a new cat scratching post, dog toy or bird food? To address new customers in a targeted manner, pet retailer Qualipet used Swiss Post’s data universe to create a cross-media campaign. The strategy, developed in collaboration with Post Advertising, focused on affinity-based targeting on the topic of “Pets” and a personal approach.
Rich Content Section
Highly impressive results
-
76,943
initial e-mails sent: 19.27% opening rate, 0.75% click rate
-
1,000
postcards sent (addressed mailing) to people who opened and clicked on the initial e-mail
-
10,457
reminder e-mails sent: 60.72% opening rate, 1.34% click rate
-
250
vouchers redeemed
Our approach
Qualipet AG is the leading specialist business for pet supplies in Switzerland. Founded in 1991, the company now operates 88 branches throughout the country and a successful online shop. Its range includes feed, accessories and services for dogs, cats, rodents, fish, reptiles, birds and horses.
To appeal to pet lovers in a targeted manner and gain new customers, the pet retailer developed a cross-media campaign in collaboration with Post Advertising. People throughout Switzerland with an affinity for the topic of “Pets” were selected as recipients. Existing customers were excluded.
Qualipet drew the selected recipients’ attention to its product range with a personalized initial e-mail. 1,000 people who opened the e-mail and clicked on a link received a personally addressed postcard mailing as a remarketing measure. The additional reminder e-mail had an opening rate three times higher than the initial e-mail.
A discount voucher included in the e-mails and on the postcard acted as a purchasing incentive and was particularly popular in Qualipet shops: 78 percent redeemed the voucher in-store, 22 percent in the online shop.
Rich Content Section
Swiss Post provided professional support for the project. The collaboration, including reporting, was efficient from start to finish, optimized whenever and wherever possible, and focused on its goal at all times.
Fabian Rauber, Head of Marketing, Qualipet AG
Advertising materials
