This case study provides an in-depth description of how a retail chain turned lapsed customers into buyers using personalized geomarketing elements.
De Bradelei Stores, a group of shopping outlet malls in the UK wanted to increase footfall and boost sales in Autumn 2016 by targeting lapsed customers from their extensive database.
The print service provider in charge proposed a direct mail campaign using personalized geomarketing elements. A controlled A/B test with and without the geomarketing components would test the effectiveness of using geomarketing as an overall strategy for retail traffic generation. The results speak for themselves!
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