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Retail Case Study #3
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Business Challenges
A software manufacturer has 40 dealers throughout the United States. Every quarter they mail 250,000 direct mail pieces. Every dealership had its own mailing list and the printed materials were printed separately for each location. All 250,000 pieces were mailed at the same time. Unfortunately, the dealers couldn’t handle the call volume generated in the first few weeks and the phone stopped ringing for the next 10 weeks. Since every dealership had its own printed piece there was extraordinary waste.
The Whitlock Solution
- Whitlock’s data team merged all 40 lists.
- We divided the list into 12 lots and mailed one lot per week for 12 weeks.
- This gave the sales teams at the dealerships an opportunity to talk with all phone inquiries and visit all serious prospects.
Rather than print a customized piece for each of the 40 dealers Whitlock designed a generic mailer and utilized smart technology (variable data printing) to customize it for each dealer.
Result/Impact
- Waste Reduction. Product waste was eliminated utilizing a generic mailer and variable data printing.
- Cost savings. The cost save was 40%
- Sales increase. Mailing over a 12 week period rather than a single drop resulted in a 300% improvement in sales directly attributed to the mailer.
Contact Whitlock today!
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