Importer directs customers to retailers – business booms
A company importing garden furniture wanted to provide support for its retailers – hardware shops – and ensure high demand for its products in the spring. The sooner the warehouse would be empty, the faster the profits would start coming in.
But how could they attract consumers to hardware shops located in different parts of Finland?
Fast results through a targeted DM campaign
Garden furniture is typically purchased rarely, and both men and women are involved in the purchase decision. Based on surveys, the importer knew that high-income employees were particularly interested in making their garden attractive.
It was to be expected that when the season began, competing products would be marketed vigorously. What was needed was a fast and cost-effective solution that the competitors would not be aware of: direct marketing. Using our Kohdistaja tool, the importer chose to target detached houses in residential areas where the income level was high. With Kohdistaja, you can examine the size of the target group on the basis of population information and geographical location. After that, you can use the Calculator to find out the mailing costs of the campaign.
The importer used Group Delivery to send direct mail to the selected target group, urging customers to visit a retailer and take a look at elegant, high-quality garden furniture. Direct marketing makes it possible to introduce products in more detail and in a way that will grab people’s interest. Geography should also be taken into account by placing the name and address of the nearest retailer in a clearly visible place.
Benefits for both importer and retailer
The importer has every reason to be pleased: thanks to the campaign, all the garden furniture had already been sold before Midsummer! The importer also provided its retailers with significant sales support, new customers and additional sales. Perhaps it will expand the selection with balcony furniture next spring and send direct mail to people living in detached homes and blocks of flats.
