Toolstation

Hyper-personalised QR codes turned a worktool into a toolstation

Background

Customers love Toolstation’s quarterly catalogue – it is the workman’s bible. But thumbing through 800 pages and then visiting the store to find the item isn’t as efficient as shopping on the website.

The goal: change shopping behaviour by coaxing customers away from their catalogue to online.

Solution

Instead of the catalogue, Toolstation and their agency Havas Helia sent a 4-page mailing with 6 QR codes that directed customers to the departments they shopped most often - quickly. 143,000 pack iterations ensured hyper-personalisation – all by crunching shopping data.

And, as customers would often take their Toolstation catalogue wherever they went, they were given heavy-duty stickers of the QR code to attach to the places they needed the brand most: their toolbox, workbench or dashboard. The full sticker panel could even be torn off to create a miniature Toolstation containing their key departments on the go.

This personal access was wrapped up and sent in a mailing with the intriguing headline ‘Turn anything into your Toolstation’. The booklet that housed these insanely useful QR codes was also personalised to the recipient - ‘Libby’s Toolstation’ – making it feel as relevant and familiar as the much-loved bible.

Results

This sparky and highly relevant QR code mailing delivered an ROI of 3:1. Targets were smashed by 300%. Average order values went up by 5%. Traffic to the website went up by 10%.

Source: DMA Award Winner, 2021, Silver, Best use of Mail

 

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.
 

Keep up to date

Get your dose of creative inspiration, thought leadership and resources delivered to your inbox monthly.

You must provide your first name
You must provide your last name

Royal Mail Group would like to keep in touch with you by email about our products, services and offers that might interest you. Please indicate your consent by subscribing below.

You can withdraw your consent at any time. For more details about this and how we handle your data, please read our Privacy Policy Privacy Policy.