Door-drop delivered a majestic performance

Background

As Christmas 2023 approached, the retail wine sector faced headwinds, with sales plummeting by 9% year-on-year. For Majestic, this challenging environment called for a bold, effective campaign to defy the downturn. Compounding the challenge, Majestic had a marketing budget 50% smaller than in 2022, making precision targeting and impactful creative execution absolutely critical to success.

Solution

Majestic devised a powerful integrated campaign designed to outperform market trends and drive sales upward. At its core was a highly targeted door drop strategy, delivering Majestic’s message directly into homes where wine is enjoyed most.

Partnering with Whistl, Majestic employed advanced profiling tools to identify and prioritize the most promising audiences. The starting point was to profile the retailer’s Recency, Frequency, and Value (RFV) segments and develop a Mosaic audience segmentation. This was mapped onto Whistl’s proprietary Zebra mapping tool to identify and rank postcode sectors within store catchments that were rich in lapsed and potential new customers. To assess the campaign’s impact, non-door-drop control areas were also included for measuring incremental uplift.

The creative strategy was built around the festive appeal of fine wines, showcasing Majestic staff’s expertise and celebrating their knowledge of wine under the headline: "There’s a story behind every glass."

The door drop offered customers flexibility with prompts to visit their local store or shop online. A QR code provided instant access to the featured French wine collection online, alongside a compelling 25% discount on all fine French wines featured in across all channels.

Finally, each door drop was personalised with the name, address, phone number and email address of the recipient’s local Majestic store alongside the store's specific opening times.

Results

The door drop played a significant role in Majestic’s integrated campaign delivering the highest ROMI of all channels at an incredible 48.7:1.  

In January 2024 Majestic reported their 'best-ever' Christmas with 8.1% sales rise. This was against a market that was 9% down YOY and a marketing budget reduced by 50% compared to 2022.

The door dropped areas showed a sales uplift (versus the pre-campaign period) during the campaign of 33% against the control areas that didn't receive the door drop of 15%. This showed the overall campaign was highly successful but that the addition of the door drop more than doubled the performance. In the 2 weeks post campaign the door drop areas continued to show a 27% uplift, which indicates the longer-tail effect of the channel. 
 

Source: DMA Award Winner 2024 Silver. Best use of Unaddressed Print and Door Drops Mail