KCC: Go on a journey of sweets passport
Campaign details
Agency: Fusion Co. LtdClient: KCC Co.-Ltd Category: Retail and Direct Sales
Executive summary
This case study describes how LeTaq, a confectioner in northern Japan, created a targeted direct marketing campaign to win back lapsed customers. Data showed that two-thirds of customers only purchase once so the challenge was to increase repeat purchase and lifetime value of the customer. Customers were segmented according to purchasing behaviour and targeted accordingly with direct mailed offers including free shipping or a free birthday cake. The campaign had a 58%...