The names have been changed here to protect the innocent, so to speak. Our client is sensitive about showing this one but with their permission we've rebranded this campaign to show it here. We're especially fond of this campaign because it shows great potential of what can happen when a company uses it's deep knowledge in it's customer communication. For case study purposes, c3sports is being used as the company name.

c3sports is an established nation-wide sporting goods chain and carries a variety of sporting equipment and apparel ranging from football to running and surfing as well as seasonal gear like skis and snowboards. Of course c3sports customers have different interests, and they are at different levels in the sports they play.

"Communicating with our customers in the past meant using a traditional one-size-fits-all approach. We know our customers, and we know they're unique, yet, we couldn't talk to them like we know them". That's where direct2one comes in one-to-one communications with the right message, imagery and offer at the right time.
Of course like most consumer retail businesses, our goal is to get our customers into the store more often. With our old way of communicating, getting the customers attention was a challenge. c3sports has so many products that our customers felt like we weren't communicating with them, and we weren't. The more we tried to reach all of our customers, the more generic and ineffective our communications became. The fact is we know a lot about our customers, but before direct2one we had no way to take advantage of our knowledge.

When I heard about direct2one it was instantly clear, this is what c3sports had been looking for. direct2one made getting started quick and easy. Because they offered a one stop service we were up and running our first program within months. From the very first week we started to see the results that far exceeded our expectations. Now we are expanding the program and reaping the benefits of one-to-one.
Now we can reach each customer with the right message at the right time with the right offer, our customers are happy and the results for c3sports are easy to see, all thanks to direct2one".
Steve Griffin, Marketing Director, c3sports

CAMPAIGN OBJECTIVES

Like most marketing programs the program objective is to increase revenue from existing customers. To achieve this goal the following intermediate objectives were identified:

Develop a deeper relationship with customers to help influence loyalty and future purchase

CAMPAIGN STRATEGY

This integrated campaign includes print dm, credit card & point statements, email and a permanent customer microsite all customized based on the customer's purchasing habits.

CAMPAIGN FLOW

CUSTOMER SEGMENTATION

Current C3SPORTS customers make up the contact audience. These customers use a loyalty points program and the customer's purchase habits help to assign them to a primary product category. Aspects of customer segmentation include:

Recent purchases

CAMPAIGN CREATIVE

This campaign uses a stratigic approach with highly relevant messaging and imagery designed to get the customer's initial interest. The creative uses an incremental approach meant to progress the customer from initial interest to commiting more and more time with the communication. We want to compel a visit to the customer's personal website and compel them to visit the store.
The communication is messaged as if written as a personal message from the customer's assigned C3 sales person.

CAMPAIGN RESULT

The potential effectiveness of this kind of program is limitless.