Posh Totty

Solution

In November 2016 Posh Totty Designs mailed a catalogue to prospects and customers on their database. As this was the first time the jewellery retailer had ever advertised using mail they were able to take advantage of Royal Mail’s First Time User Discount that gave them a 20% postage credit on their first three mailings.

“The First Time User Discount not only saved us a few thousand pounds on our first mailing, it allowed us to create a plan across the year for further mailings.” James Ginzler, Chief Operations Manager, Posh Totty Designs.

Posh Totty Design’s starting point was to consult the media specialists at Marketreach to understand the best solution for them and how to go about it.  

“What we did find really helpful was the insight that Marketreach gave us gave us on what we were doing. And the way that the team there wanted it to work. They believed in our product and gave us the confidence that if we got a catalogue out to the right people we would get a response.” James Ginzler, Chief Operations Manager, Posh Totty Designs.

Fitting with their ‘can do’ culture, Posh Totty Designs set out to design and create the catalogue in house.  

“We’re very much a ‘let’s do it ourselves and see what happens’ kind of company. We learn through making mistakes and if someone else had created the catalogue we wouldn’t feel that we had ownership of it.” James Ginzler, Chief Operations Manager, Posh Totty Designs.

New to the process, Posh Totty Designs were grateful that the experts at Marketreach were on hand to support them in the creation of the catalogue and answer any questions they had.

“Marketreach gave us a lot of advice along the way - for free too - to help us get to the finial product. We had a lot of really dumb questions that probably most people, who have done it regularly, know the answers to. They would come back straight away and say ‘this is what you need to do and this is how you do it and we’ll help you get the best rates’.” James Ginzler, Chief Operations Manager, Posh Totty Designs.

While Posh Totty Designs were confident that their creative skills could extend to the design of a beautiful catalogue, they recognised that they would need help in getting it into the hands of their core target audience: ABC1 females aged 25 – 45.

To drive prospecting, Marketreach introduced Posh Totty Design’s to Epsilon Abacus, who manage the Abacus Alliance transactional data cooperative. In order to provide a highly relevant audience, Epsilon Abacus analysed Posh Totty Design’s current customers. From this insight, an affinity model was built from across the Abacus Alliance. Based on previous purchasing behaviours, a target universe of prospects was identified. The buying habits of this audience indicated they all had a good fit with Posh Totty Design’s offering and would be more likely to purchase from them.

A test volume of 30,000 prospects was provided Epsilon Abacus. Should the campaign prove to be successful, Posh Totty Design knew it had the ability to roll out to a larger universe, confident it would perform in a similar manner.

The 25-page catalogue – with a 20% off offer - was mailed to 50k prospects and customers. Timed to land a few days before Black Friday the aim was that it would support online channels in driving sales for the Black Friday weekend, and continue to drive sales once the weekend event had finished.