Doordrop Media
FROMDOOR TO ONLINE STORE It’s well proven that doordrops are highly effective when it comes to driving traffic online and boosting sales. Here we take a look at some of the stats behind doordrops and consumer buying behaviour.
Whether it’s attractingmore shoppers to your store or giving your online sales a boost, there’s no doubt doordrops prove to be highly effective. Mark Davies, Managing Director of Whistl’s DoordropMedia division explains how intelligent targeting delivers results. Doordropmarketing with clever targeting How do you accurately identify the customers you want to reach? Geo-demographics is often the starting point for planning a doordrop campaign. We identify demographically similar areas according to socio-economic behaviour, consumer spend and lifestyle. We then intelligently blend this using a combination of client, proprietary or third party data to further identify key audience segments, behaviours and consumer preferences towards certain brands, products or services. How does this benefit the retailer? Understanding the behaviours of certain consumers helps to build a really accurate picture of who their customers are. It provides invaluable insight into how tomaintain customers and engage with themwhile also reaching potential new ones. It informs the retailer’s retention and acquisition strategy at the planning stage to helpmaximise the effectiveness of their campaign. OK, so accurate targeting can help increase footfall to the store. Is it just as effective for driving online sales? Yes doordrops are really effective at fuelling online sales, particularly if you’re showcasing your product range in a catalogue or including a time-limited coupon that can be redeemed online or in-store. However the geo-demographic profile can be very different. A household that prefers to buy from a retailer online often has a very different consumer profile to a household that prefers to buy in-store. As a result, an Not at all. The targeting techniques we use are scalable. Major retailers use it to gain a national customer overview, however the more detailed intelligence is applied on an individual store basis to capture key differences in customer profile by store type and location. Can the effectiveness of this targeting bemeasured? Absolutely, what’smorewe can evaluate and analyse newcustomer sales data resulting from a campaign that the retailer has run. This helps future campaign planning efficiencies andmaximises success. It’s certainly not a one-size-fits-all medium. Intelligent targeting will give you a deeper understanding of your existing customers whilst also crucially driving acquisition. It enables brands to identify where they are, how you can best engage with them and enable you to tailor your product offerings to suit the target audience. intelligently targeted doordrop campaign will reflect this. Is this targeting only suitable for local campaigns?
In-store customer spend profile
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53%
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NORTHAMPTON
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When a doordrop includes a promotion, 53% of UK adults went online to purchase …
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…and 1 in 4 adults who regularly read or see a doordrop are aged under 35.
Over 5million adults in the UK regularly read or see an average of 5 doordrops every week…
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Online customer spend profile
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60%
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...that’s probably because 79% of people aremost relaxedwhen reading print on paper. Only 23% regard phones/smartphones as a relaxing medium.
…and 1 in 4 adults who have responded to a promotion have done so through buying or seeking further information on their smartphone.
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When it comes to catalogues, 60% of people go online tomake a purchase within a week of receiving it...
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NORTHAMPTON
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88%
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Least valuable households
Most valuable households
Pop-up adverts on websites did not fare so well. They received the lowest seal of approval with only 2.7% of those surveyed saying they preferred this medium.
In fact 44% of consumers ranked doordrops and direct mail as their favourite formof direct marketing...
…and 88% of those who usemail to advertise do so to drive customers online.
To find out more about intelligent doordrop campaigns visit www.idoordrop.com or email moreinfo@whistl.co.uk
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Whistl Magazine • Spring 2016
Whistl Magazine • Spring 2016
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