Rhone, a men’s activewear brand, wanted to pique interest with its target audience and pull in new customers. The idea was to test catalog as a customer acquisition channel—but it was challenging to determine the best way to create a message that would resonate with them.
Using our co-operative transactional data 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, it grew its 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.
