Dedicated Direct Mail - A5 Postcard

Yakult

Context

On the occasion of their 85th anniversary, Yakult wanted to increase the frequency of purchases, mainly from loyal customers, and boost overall sales of its product. Yakult faces strong competition in the probiotics category. They were also absent from the Delhaize shelves for a few months. The purpose of sending their postcard was to make their customers loyal again and to inform them that Yakult is back at Delhaize. 

Solution

A Postcard communication campaign was deployed to Delhaize customers in early October 2020 during the covid 19 pandemic. This tool allows to send a personalized communication to the customer and stimulate his purchase intention through a coupon.

Results

The results are conclusive!

Out of 50,000 coupons sent, more than 2,240 were used, representing a redemption of 4.48%. The average benchmark for paper mail actions is equivalent to 2.5%.

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TARGETS

TARGETS

We have targeted all Yakult buyers who have been loyal to the brand over the past two years. This criterion has been complemented with loyal probiotic buyers.

Objectives

Brand awareness

Loyalty

Cross/Upselling