Emma Bridgewater, Homeware Case Study
Emma Bridgewater Homeware continuously looks to ensure all marketing material is ahead of the current market trend. Cost reduction is always important, but the main interest in change is to improve ROI on all campaigns. The British pottery retailer uses Direct Marketing as an important part of their retention and reactivation marketing campaign. Emma Bridgewater trust in Romax as a partner in Direct Mail, Production and Distribution in the UK.
How did Romax Add Value?
The Emma Bridgewater photography department provided Romax with two images, the first with the name included on the cup for guidance, the second with a blank area. The initial trial was a postcard A5 size which was spread across the clients’ database incorporating low, medium and high purchasers of the product.
The clients first name was digitally mapped, matching the actual design on the coffee cup.
This was done using Romax’s cutting-edge digital systems. Then matching the recipients address details a colour postcard was produced and mailed.
The printed result was impressive and a higher rate of purchases was noted across the client database. So much so that Romax suggested the next catalogue could be produced incorporating the same format.
How it was produced
The main inner 30-page brochure sections were printed by conventional lithographic printing for maximum cost effectiveness. The four-page cover was produced using the same digital mapping as the postcard:
- the client name incorporated into an image on the front page
- some personalised details on the inside page
- outbound name and address to the back page.
This was then attached to the generic inner sections and enclosed into recyclable polyethene for discounted mailing.
The brochures were well received by the clients and a huge flurry of Twitter and other social media comments of Emma Bridgewater collectors noted. Percentage sales increased and overall ROI, taking into account the marginal print and production cost increase on 25,000 items, proved a resounding success.
Romax Marketing & Distribution, a Greenwich-London based company, provides a wide range of services in Direct Marketing for B2B and B2C, Direct Mail, Data Management, Printing, Discount Postage, Membership Communication Services and Consultancy. Contact us: firstname.lastname@example.org +44 (0) 20 8293 8550