For its annual ‘Fall must-have’ campaign, a major French garden centre chain turned to ODIGO to transform its customer communications. The goal was to send a personalised mailing with up to 30 promotional offers tailored to each consumer’s needs. Until then, the same offers had been sent to all customers. But is this still the best approach in terms of performance?
We analysed more than 15 years of receipt history to better understand purchasing behaviour and define specific segments. The goal? To send the right offers to the right customers. By working with the brand’s marketing department, we achieved very solid results.
Of the 5.4 million discount coupons sent out, 1.62 million were used, representing a redemption rate of over 30%.
Concrete proof that combining data, relevance, and proximity creates more engaging campaigns with a truly attractive ROI.
Optimisation and data go hand in hand
For a long time, reducing expenses meant finding the most economical paper possible or negotiating the lowest printing rates, but this logic has now reached its limits. Today, controlling budgets while maintaining the quality of supports requires a new approach: data.
At ODIGO, we help our clients go far beyond simple market segmentation. By analysing their databases and cross-referencing them with additional sources, we establish precise profiles, sometimes based on dozens of criteria: age group, geographic area, purchasing behaviour analysis, hobbies, type of housing, or affinities with other brands.
By adjusting targeting using data, ODIGO helps its clients reduce their mailing volumes while increasing the relevance and ROI of each campaign.
“Optimisation is no longer about doing things cheaper, but about investing where it has the most impact: in customer knowledge.”
Using data, ODIGO helps companies invest in the right areas, communicate effectively with the right customers, and turn every contact into an opportunity. It’s a more strategic, more refined, and above all, more profitable approach.
As an expert in printing and data marketing, ODIGO helps its clients leverage their data and improve the performance of their campaigns. By combining technology, analysis, and support, ODIGO designs customised marketing solutions that optimise every customer interaction and transform data into a real growth driver. Have a project or want more information?