The Forstinger Case Study
Forstinger has been the number 1 auto accessory and parts store as well as Austria's largest tire store for more than 50 years. Whether customers shop at one of the 112 stores and 107 carshops or online, they can be sure to get a top-notch selection at reasonable prices.
What has a higher response rate: a business letter or an advertising sleeve? How well does lead generation work online compared to offline when it comes to response rates and lead quality? Can a prize draw help predict expected product sales?
The direct mailing sent to Forstinger repeat clients was sent in a different envelope. 85% of addressees received a normal business envelope and a test group received an advertising envelope. To measure the results, we compared the amount of redeemed discount vouchers. In addition, clients were invited to participate in the prize draw via direct mailing and online advertising on GMX.
The goal was to increase the in-store sales volume and the customer frequency. Also, to gather information about customer profiles and about the products participants are interested in.
As a first step, addresses were updated using Address.Check and the test group was defined. The letter mailing was sent out in two different versions with different envelopes. In addition to receiving the enclosed discount voucher, addressees were also invited to visit a landing page to participate in the prize draw. On that landing page, they were free to choose what they wanted to win. We also promoted the prize draw on the Forstinger website, via an e-mail newsletter and on GMX.
... people who responded were qualified in real time via the lead management platform (enriched with target group attributes), the performance of every media channel was evaluated and subsequent communication processes were initated.
... as a small incentive, all participants received an e-mail voucher to get a gift immediately.
The response rate for the business letter was more than 50% higher than for the advertising envelope. The conversion rate (click to lead) for the prize draw was extremely high at 77.5%. However, the activated target audience showed no differences between the offline and the online approach. More than 6,000 prize draw participants provided valuable information about their product interests by sharing what they wanted to win.
The bottom line for Forstinger: testing and quantifying really pays off. Only by evaluating results in detail, success rates can be increased now and in the future. Engaging clients in a dialogue is the way to go.
DMVÖ – Dialog Marketing Verband Österreich