JD Williams’ welcome pack produced VIP sales

Background

JD Williams had created a loyalty programme to reward highest spending customers. The VIP club was designed to give members access to unique benefits and bonus rewards.

JD Williams wanted to introduce the selected members to the club in a way that was fitting with the VIP name.

Solution

JD Williams mailed a sumptuous VIP welcome pack to 100,000 high value customers.

From the patterned overlay on the outer and booklet to the gold bow design, everything about the mailings screamed exclusivity and prestige – reflecting the benefits of the loyalty programme. The line on the outer “…we’re inviting YOU IN” clearly informed recipients that they were receiving the mailing because of their VIP status.

Results

JD Williams saw an amazing response rate of 22.5% generating an extra £3 million in sales.

These were truly great results from a non-selling mailing, which shows that making customers feel special pays off.

Source: Redcmarketing.com

Did you know a whopping 99% of Customer Mail is engaged with, 71% say they trust it and 43% leads to a commercial action such as going online or making a purchase? New ground-breaking research written with Accenture gives an in-depth review of CX and multi-channel communications, including Customer Mail. Download the full report here.