Metro Case Study
METRO Cash & Carry operates 12 large retail stores on a total surface of 139,000m². The company employs 2,300 and more than 500,000 customers have been relying on its services since 1971. The company has 750 large retail stores in 26 countries, which makes it the world market leader in the area of self-service wholesale stores.
Which channels show the best performance? Which information can be collected to get better insight into purchasers and their interests in order to eventually communicate with them on a personalised basis?
The anniversary prize draw was a good opportunity to measure the performance of different media channels by looking at generated leads. In addition, valuable information about buyers and interested people was collected.
The goal was to increase interaction and sales volume during the sales period, to generate leads for later offers and to get insight into the performance of different channels.
A lead management platform was used to quantify basic clicks and leads for all media channels.
Ads in 4 print media, radio, a partially addressed postcard mailing campaign, e-mail newsletters sent to 10 different address lists, online banners and even 3 brochure websites were compared - that's a total of 24 channels. Participant addressses were enriched with target-group specific attributes in real time and duplicates were eliminated. In the evaluation, we determined costs and sales volume per buyer relying on the shopping vouchers that were sent out as prizes via e-mail. Items were sent in three variations depending on the information provided by participants.
- Media performance (CPL)
E-mail newsletter: € 0.38 - € 17.69
Print ads: € 5.06 - € 49.86
Platforms: € 8.44 - € 25.06
Online banners: € 33.16 - € 55.83
Direct mails: € 4.84
Partially addressed postcards has a response rate of 4%. Approximately 90% of all participants used the pre-personalised reply card. (The costs per lead include printing, delivery, response postage and address processing). The best performer achieved net sales of EUR 120,000 with costs of EUR 2,500.
- Information about buyers and interested persons
76% of participants' addresses were found in a reference database and were enriched with additional target group specific attributes. For METRO, this translates into exciting new insight and provides a solid basis for additional tests.
DMVÖ – Dialog Marketing Verband Österreich