Rhone, a men’s activewear brand, wanted a way to pique interest with their target audience and pull in new customers. The idea was to test catalog as a customer acquisition channel — but determining the best way to resonate with them was the challenge.
Using our Abacus® Cooperative database and modeling, combined with a display acquisition campaign, Rhone brought in new customers at half the customer acquisition cost (CPA) of existing online channels. Excited about the success, Rhone doubled catalog circulation during the holidays, adding an extra power boost for the brand. After one year, they had grown their customer base by 43%.
We developed models to identify a highly qualified universe of prospects for the catalog mailing.
We took an attention-grabbing approach with a display acquisition campaign targeting a look-alike prospect universe.
We worked hand-in-hand with Rhone on all aspects of the launch: circulation plan development, catalog format, cost parameters, seasonality and mailing mix.