Using a Door-to-door campaign efficiently : read this
09/08/2022 - kenadmin
When you, as a (fashion) retailer, knock on the door of a supplier who provides House to House messaging, you often get the idea that such a messaging is not for you. The only thing that sticks in your mind is the price (which turned out to be slightly more expensive than expected). Whereas your initial idea was to attract new customers to your store in a fun and attractive way.
As a retailer, how can I use Home to Home efficiently?
When you, as a (fashion) retailer, knock on the door of a supplier who provides Home to Home shopping, you often get the idea that such shopping is not for you. The only thing that sticks in your mind is the price (which turned out to be slightly more expensive than expected). Whereas your initial idea was to attract new customers to your store in a fun and attractive way.
And still it can
Via a flyer in the mailbox! Paper is still an impactful way to bring a new audience to the store. The bottleneck with distributors is often that they do not offer advice on what an impactful campaign should look like for your brand. While your goal is precisely to reach as many potential customers as possible, preferably with as little budget as possible. Door-to-door campaigns can do this with a little extra help.
How does it work
A door-to-door campaign uses a model within the Mip - the Customer Data Platform developed by Stratics- where the selection for begging is tuned according to the parameters indicated by the customer. These are based on the strategy he wants to follow: this is e.g. the growth of his customer base with new customers, the retention of active customers, growth of turnover on existing customers or the regaining of customers who have been lost.
Concrete approach
Within the model, Stratics looks based on the neighborhoods around the store(s) where there is still potential to attract new customers. A neighborhood, of course, remains an approximation of the suppliers' bedding zones, but by introducing control groups, the model can be further refined.
A House-to-House campaign is ideal for customer acquisition and winback from lost customers and for generating traffic to a new store. For optimal impact, repeat the HaH during the first months after opening. Advantages are the high potential, HaH is cheaper than DM and is the ideal channel for acquisition and winback.
The proof of the pudding is in the eating
As a retailer, how do you determine whether a HaH action is appropriate? This depends on the strategy you have in mind, but also on the turnover you still achieve on the inflow of new customers. From 25% turnover of new & regained customers/total turnover there is certainly still growth potential and a HaH campaign remains profitable for attracting new customers. If that percentage is lower, it is better to create awareness via other, more impactful channels such as social media, radio, TV and print. HaH action can therefore work for you impactfully and efficiently if you use the channel for those objectives where it can fulfill its role the strongest: bringing new customers to your store and making lost customers top of mind again!